Morgan Stanley Taps Leonardo for Global Rebranding Duties

20 April 2001

US-headquartered financial services operator Morgan Stanley Dean Witter has hired Leonardo, the London digital and direct unit of Leo Burnett, as lead interactive agency for the global rebranding of its credit card portal.

The agency will oversee online rebranding as MSDW tries to expand its credit card business into new markets. Leonardo’s appointment also comes as the finance firm truncates its name to Morgan Stanley [WAMN: 30-Jan-01], citing the need for a “clear and memorable” brand.

The choice of Leonardo, which fought off two rival new-media agencies to win the business, also strengthens Leo Burnett’s grip on Morgan Stanley’s credit card duties – the network already handles UK advertising.

News Source: CampaignLive (UK)