Creative

MBNA is perhaps lesser known than rivals Bank One and Capital One. It has relied mostly on affinity partnerships for awareness—it issues cards with sports teams, retailers and environmental groups, among other organizations. But as the credit-card market heats up, the Wilmington, Del.-based bank enlisted The Helm Agency, a consortium of bank experts within WPP Group, to advertise for the first time.

The agency—formed specifically to service MBNA—began developing a campaign about a year ago and decided on the theme, “If you’re into it, we’re into it,” featuring some of the company’s 1,500 partners.