Morgan Stanley appoints Grey and Millward Brown in agency review
21 February, 2006
Morgan Stanley’s UK consumer banking group today announced the appointment of Grey as its sole UK through the line agency, for an undisclosed fee, following discussions with a number of agencies. The company has also appointed Millward Brown to handle research and brand tracking.
Morgan Stanley recently acquired the Goldfish credit card business, a major factor influencing the decision to review the advertising, creative and research agencies. Morgan Stanley selected Grey on the basis of their ability to meet this extended brief and deliver a through the line solution. Grey will be instrumental in re-igniting interest in the Goldfish brand.
In addition to further investing in the Morgan Stanley and Goldfish brands, the credit card business is looking to affinity partnerships as a major source of future growth for the UK business and is challenging the small number of card issuers currently dominating this market.
Patrick Muir, marketing director for Morgan Stanley’s UK consumer banking group commented: "We are delighted to confirm Grey as our UK through the line partner and Millwood Brown to meet our research and brand tracking requirements. Both agencies have already demonstrated a superior understanding of the needs of our evolving business, coupled with strong creativity. We are highly confident that we have assembled a team with exactly the right expertise and experience to successfully re-launch the Goldfish brand and to further build the profile of the Morgan Stanley credit card."
Chris Hirst, managing director from Grey added: "We are delighted to have the opportunity to work with Morgan Stanley at such a pivotal point in its development. It’s a privilege to be given this fully integrated assignment for two great brands in such a tremendously exciting category."
Simon Moody, group account director at Millward Brown also commented: "This is a great opportunity for Millward Brown. With both brand-building and brand re-launch challenges ahead, these are exciting times for Morgan Stanley and for the credit card market as a whole."