Online review is next step in Discover repositioning

Cardona, Mercedes M.; Chura, Hillary
January 2000
Advertising Age;1/31/2000, Vol. 71 Issue 5, p8
Trade Publication
This article reports that Discover Financial Services has been searching for an interactive advertising agency in order to distinguish itself from credit card rivals. The company is also searching for a public relations agency to replace Fleishman-Hillard, Chicago. Agencies will receive requests for proposals in early February 2000 on that review. Discover's repositioning efforts include a revamped web site, a new advertising campaign from Goodby and an increased focus on events and promotions. U.S. credit card companies are all mining Internet users as a source of growth. According to a recent study by Internet market researcher CyberDialogue, the number of consumers using cards for online transactions jumped to 19.2 million by the third quarter of 1999, from 9.3 million in 1998 and 4.9 million in 1997.


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