Capital One Selects New Advertising Agency

McCann-Erickson to Take Successful Branding Campaign to Next Level

Apr 11, 2003, 01:00 ET from Capital One Financial Corporation

    MCLEAN, Va, April 11 /PRNewswire-FirstCall/ -- Capital One Financial
 Corporation (NYSE:   COF) announced today it has retained the services of
 McCann-Erickson Worldwide as its new advertising agency of record to handle
 all advertising responsibilities, effectively immediately.  The agency will
 seek to leverage and evolve the company's existing best-in-class campaign to
 improve upon its success, both in the U.S. and abroad.  Capital One will
 continue its relationships with MediaVest and Halogen for media placement and
 media planning, respectively.  The company's direct marketing efforts will
 continue to be managed internally.
     "Capital One has become a household name almost overnight thanks to our
 'What's in Your Wallet' battle cry," said Bill McDonald, Executive Vice
 President of Brand Marketing at Capital One.  "McCann-Erickson's ability to
 combine strategic thinking with outstanding creative will turbo-charge our
 mission to build a world class brand."
     Capital One's branding campaign originated in 2000 with the introduction
 of its "What's in Your Wallet?" advertisements, developed to stimulate
 consumer awareness about the company's wide array of financial products and
 services.  The award-winning campaign's ads are humorous, using tongue-in-
 cheek humor to draw attention to the great value offered by the company's
 products -- without the hassles.  The campaign's assorted characters --
 visigoths, pirates, gladiators and yetis -- were created by D'Arcy
 Advertising.  In just three years, overall awareness of the Capital One brand
 is at 96 percent, and more than 47 million customers carry Capital One in
 their wallet.  Awards include Card Marketer of the Year, an Effie Award for
 advertising effectiveness and, most recently, an Ogilvy Award for excellence
 in marketing communications.
     "We relish the challenge of expanding an already successful brand into
 something even better," said Eric Einhorn, Executive Vice President & Chief
 Strategy Officer at McCann-Erickson.  "The bar is set high, but we think our
 strategic and creative expertise can magnify the current Capital One brand."
     The Capital One search for a new agency began last fall when the D'Arcy
 parent company, Bcom3, was acquired by Publicis Groupe.  The restructuring
 offered an appropriate time to reassess the capabilities and synergy between
 Capital One, Publicis and other select agencies.  The following agencies were
 invited to pitch the account:  Element 79, Abbott Mead Vickers/BBDO (London),
 Kaplan Thaler (NY) & Publicis UK, McCann-Erickson (NY & London), and Faulds
     "The caliber of agencies involved in this process offered us many
 attractive options," added McDonald.  "While it was a tough decision, we're
 confident that we've found the right partner in McCann-Erickson for Capital
      About Capital One
     Headquartered in McLean, Virginia, Capital One Financial Corporation
 ( is a holding company whose principal subsidiaries,
 Capital One Bank and Capital One, F.S.B., offer consumer lending products.
 Capital One's subsidiaries collectively had 47.4 million accounts and $59.7
 billion in managed loans outstanding as of December 31, 2002.  Capital One, a
 Fortune 500 company, is one of the largest providers of MasterCard and Visa
 credit cards in the world.  Capital One trades on the New York Stock Exchange
 under the symbol "COF" and is included in the S&P 500 index.
     About McCann-Erickson
     McCann-Erickson Worldwide, headquartered in New York with operations in
 over 130 countries, is the world's largest international advertising agency.

SOURCE Capital One Financial Corporation