WWAV won the direct business without a pitch after the credit card giant appointed the AAR to conduct a review in July. The pitch was aborted when WWAV was appointed after chemistry meetings. WWAV Rapp Collins Digital was then asked to pitch for the digital account, against undisclosed agencies.
The appointment sees Capital One's direct and digital activity aligned into the same network as its advertising account, which was shifted out of McCann Erickson and into DDB earlier this year.
The direct account was previously with the Nottingham-based agency Boyden Carmichael Smith.
The brand has traditionally used high-volume direct mail as the focus of its below-the-line strategy. However, the review signalled a change of tack to use direct marketing in an attempt to differentiate the card from its mass-market competitors, such as Barclaycard and MBNA.
Arjan Dijk, Capital One's director of marketing, said: "Our culture is driven by testing and learning, based upon strong and rigorous analytics. That ensures our continual evolution. We were looking for an agency that could match our thinking."
Ian Haworth, the chairman of WWAV Rapp Collins London, added: "Capital One is the kind of client agencies love to work with."
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