CAPITAL ONE AMERICAN EXPRESS | DIRECT MAIL COPYWRITING

I was employed as a full-time copywriter at a small ad agency in Nottingham which handled all of the direct marketing activities for Capital One. One day a brief came in for a new credit card from a brand new partnership: Capital One and American Express.

Capital One wanted the cachet and upmarket appeal of Amex, while American Express wanted the competitive interest rates and large number of cardholders and potential new cardholders that Capital One could bring to the table.

The tone of voice for the copywriting was challenging to say the least, as the two companies are so different. The same goes for the design as the branding and corporate identity for the two businesses are poles apart.

We produced some solid direct mail packs but I don’t think the idea was a great success…