Morgan Stanley: Make A Statement campaign
Kim KazemiOVERVIEW
NOTE: Since the initial appearance of this essay in the 1998 edition of Major Marketing Campaigns Annual, Dean Witter, Discover & Company became a unit of Morgan Stanley. The essay continues to refer to the company's former name, as that was the official name of the organization when the campaign was launched.
The Discover card burst onto the scene in 1986 with something no other card offered—a year-end cash bonus equal to 1 percent of purchases. The cash-back feature, coupled with no annual fee, made a lot...