Firstplus Financial Group, the personal loans company owned by The
Woolwich, has appointed Black Cat to handle its integrated marketing
account following a pitch against two undisclosed agencies.
Firstplus, which sells both direct to consumers and through third
parties, positions itself as the only player in the personal loans
market to base its lending on detailed risk assessment.
Firstplus marketing manager Julia Dallimore said: "Black Cat
demonstrated how our strategy could work across all media in an
integrated way. Their data planning strengths mean we will be able to
push for a more efficient DM strategy in terms of cost per
response."
Marketing spend in the personal loans product market has increased in
recent years. Major players in the sector include Lombard Direct, MBNA
and Marks & Spencer Financial Services.
Black Cat managing director Stephen Callender said the agency would be
working on the launch of a communications programme later in the year.
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