Omnicom’s London-headquartered direct agency WWAV Rapp Collins – Britain's largest – could be about to lose its grip on the Morgan Stanley Dean Witter business.

The US financial services giant is reviewing its UK credit card account and is believed to have invited nine direct shops to present their credentials for an increased level of mass mailing activity – said to be worth over £20 million. The nine will shrink to a shortlist of four, according to an anonymous source.

Says Morgan Stanley’s country manager for the UK, Mark Mayhew: “We are taking a look at some aspects of our direct marketing. WWAV is our agency of record but we are looking at things as we grow our business.”

Advertising and media incumbents Leo Burnett and Starcom Motive are unaffected by the review.

News Source: CampaignLive (UK)