1. Alan Rosenspan
 Creative director in three countries, for O&M and
Digitas
 My teams have won over 100 Awards – including
20 DMA Echo Awards for results.
 Nothing I’m going to show you has ever been
entered in any award show - and for good
reason…
Affinity Marketing
 Credit cards created for members of
organizations, unions, universities, sports teams
and other shared interest groups
 This program was for VPI Pet Insurance owners
 Largest pet insurance company in U.S.;
recommended by 9 out of 10 veterinarians
Credit card trends
 Credit card ownership is declining
29% report they do not own
 Credit card usage is still strong
500+ million VISA cards in force in the U.S.
 Average American has 13 credit obligations
Including store cards, loans, etc.
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2. What usually works
 Leveraging the existing relationship – the
emotional value of the affinity
 Affinity marketing adds credibility
 Affinity members are much more likely to open
targeted direct mail, and are more receptive
 There’s a reason you are receiving this…
Tactics
 Direct marketing has to walk a balance
between leveraging the affinity and
showing all the benefits of the card
 …but we’re talking about people’s pets!
 Wonderful visual opportunities
The Existing
Control
Is that the best they could do?
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3. 6
7
8
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4. 9
4-7 Different
Approaches
“Credit-Card
Centric”
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5. 12
13
14
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6. 15
16
17
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7. “You’ve Proven
Yourself”
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20
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8. 21
“Another
VPI Benefit”
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9. 24
25
“Focus on
Rewards”
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10. 27
28
29
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11. 30
31
32
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12. 33
“Emotional
Approach”
35
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13. 36
37
38
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14. 39
40
What did
they pick?
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