The financial services company, which is already using the AAR to look for a new advertising agency, has broadened its search and is inviting direct marketing agencies to pitch alongside above-the-line counterparts.
It is understood to have contacted several direct agencies during the past few weeks and is now drawing up a shortlist.
The successful agency will develop all marketing for next year's launch of GE Money. GE is aiming to cash in on the growth of online banking by offering credit cards, loans and mortgages. The UK launch follows its roll-out in 40 countries.
GE Money will compete against brands such as Egg and Cahoot. In the past few months, both have looked to revitalise their operations with extensive advertising and new product development, including last month's launch of Egg Money.
GE is best known for its store card operations in the UK, which lend about £1 of every £4 borrowed on store cards for retailers including Top Shop, House of Fraser and Laura Ashley.
The launch of GE Money is part of a global business strategy to reposition the company as a more consumer-focused organisation.
GE's advertising is currently handled by the BBDO network, but it is not known whether any BBDO agencies are pitching for the business.
GE claims BBDO is unaffected by the search for new agencies.
GE launched GE Money in Ireland at the start of this year, backed by a £680,000 campaign created by DMA Advertising, including TV and point-of-sale work.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
