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Client: MBNA America

Objective: To create a tri-fold brochure for direct mailings that could be adapted to sell affinity credit cards from various organizations, associations and financial institutions.

Strategy: Create a piece with a cover visual that could be changed hundreds of times to accommodate different mailings. Keep the copy simple and direct and benefit-oriented. Strengthen the sell by contrasting the product’s benefits with those offered by the competition.

Results: The brochure was originally designed for ONE affinity group of CPAs - hence the tone is very upfront and numbers-driven. It was so effective that the company decided to use it for literally thousands of other mailings and it became the main generic control package for over 5 years.