Capital One Remembers Element 79

CHICAGO Capital One Financial has added Omnicom’s Element 79 Partners here to its agency roster to handle new products, the client said.

Element 79 was a runner-up in the spring 2003 review for Capital one’s $170 million global account, but lost out to Interpublic Group’s McCann Erickson that April. McCann remains the McLean, Va.-based company’s global lead agency, the client said.

The move will not affect Capital One’s ad strategy, said a client representative. After winning the account last year, McCann has continued Capital One’s tagline, “What’s in your wallet?” which began running in 1999.

Element 79 pitched Capital One along with fellow Omnicom shop AMV BBDO in London. Other finalists were Publicis Groupe’s The Kaplan Thaler Group in New York, which partnered with Publicis in London. Independent London shop Faulds only pitched the U.K. account.

“Initially [client executives] were impressed” with Element 79, said client rep Diana Don Colby. “We now have additional needs.”