CHASE MANHATTAN CREDIT CARDS
"Preserving Category Leadership"

Challenge:
As the economy soared in the 1990's, Chase found themselves competing with a number of nimble upstarts and needed a good deal of help to maintain their market share.

Solution:
As their agency partner, we assisted Chase in all key areas of vulnerability: customer acquisitions, retention, relationship management, customer service, identification of new markets and new product development. Helped Chase to change outdated business processes, and to outsource key marketing functions. Also launched the company on the Internet.

Summary:
Numerous initiatives were tested in all arenas. Some of the most successful launches were the Shell MasterCard, Continental Airlines Card and segmented programs geared to college students and ethnic markets. To increase card usage, special offers and shopping partners were created with blue chip brands like the Gap, Sony, and lifestyle categories like mortgage, automotive, education and investment. A retention unit was set up to reactivate customers with special incentives as they were about to cancel their credit cards. Today, a number of the upstarts have gone out of business and Chase is still one of the top leading credit card brands.