DDB Grows New Card

Novus Services is testing a new affinity card aimed at the growing ranks of gardeners, backed by a campaign by DDB Needham here.
Novus, a Riverwoods, Ill., subsidiary of Morgan Stanley Dean Witter & Co., rolled out its Yard Card earlier this month with direct mail and telemarketing overseen by Needham. Additional advertising, including TV work, is testing in select markets, said Cathy Edwards, a company representative. “It’s a large test,” Edwards said, declining to be more specific.
It is Novus’ sixth affinity card but the first that has not been issued in partnership with another entity, Edwards said.