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The Association for Payment Clearing Services is looking for an advertising agency to promote the roll-out of a new scheme which will mean consumers will use PIN numbers to verify credit card sales instead of signatures.
APACS, the banking industry trade body backed by high-street banks including Lloyds TSB and Barclays, is talking to agencies through the AAR about the 1.1 billion scheme [pounds sterling], which will require banks and retailers to replace both their back-office systems and their point-of-sale terminals.
APACS wants to develop a fully integrated campaign to support what it terms a "mass behavioural change". It intends to hire one agency to handle both above- and below-the-line creative work and will evaluate its media needs once it has appointed a creative agency.
Richard Tyson-Davies, the APACS director of public affairs, refused to comment on the spend but said it would be a long-burning campaign designed at educating ...