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Grad tops Power 100

28 May 2008

Justin Basini (BSc 1995), Capital One Europe's head of brand marketing, has been named the UK's most influential direct marketing client in this year’s Marketing Direct Power 100.

Justin Basini (BSc 1995), Capital One Europe's head of brand marketing, has been named the UK's most influential direct marketing client in this year’s Marketing Direct Power 100.

Justin won the top slot in the client section of the Power 100 in Direct Marketing for his heavy involvement in the environmental debate and his efforts to tackle Capital One's image as a carpet bomber. His ongoing mission is to position Capital One as a more discerning, less commoditised brand, and move it away from its association with junk mail.

His green initiatives include switching the bulk of Capital One’s direct mail to recycled paper, printed using vegetable inks and dyes and to invest heavily in online. ‘In the past 12 months Justin has played the Lone Ranger amongst credit card marketers for his anti-junk mail stance,’ said Noelle McElhatton, editor of Marketing Direct.