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Discover® Card Launches New National Advertising Campaign

August 24, 2006
Riverwoods, Ill., August 24, 2006 -- Discover Financial Services LLC, a business unit of Morgan Stanley (NYSE:MS), today announced the launch of a national advertising campaign that highlights the Company's commitment to giving consumers more of what's important to them. The campaign challenges consumers to reevaluate how well their primary credit card meets their needs and shares Discover Card's commitment to what they want most: clarity, control, rewards and service. The advertising will debut with a commercial during the 58th Annual Primetime Emmy® Awards on Sunday, August 27, 2006 on NBC.

“Consumers are seeking a credit card company that puts their needs first and delivers straightforward, great value. Our ad campaign and brand strategy underscore our commitment to helping consumers use credit to make the most of their purchases and finances,” said Margo Georgiadis, Executive Vice President and Chief Marketing Officer of Discover Financial Services. “We want to redefine how consumers think about their relationship with a credit card company by putting consumers back in the driver's seat so they have complete confidence in using credit to their advantage.”

Campaign Challenges Consumers to Rethink Their Expectations

Discover Card's new campaign will include integrated broadcast, print and online advertisements that begin by asking a series of “What if” questions that encourage consumers to consider what it would be like to have a credit card from a company that understands their needs and is committed to giving them more of what they want and less of what they don't.

The advertisements will feature animated scissors cutting up credit cards tossed to them by consumers who are relieved to get rid of them and move to a new relationship that puts them first. This new brand imagery reflects Discover's challenge to consumers to rethink what they expect from a credit card company and to reassess whether their primary card is working hard enough for them.

The new ads direct consumers to a corresponding microsite (www.discovercard.com/whatif) in which Discover Card makes public its ongoing commitment to being the kind of card company consumers are seeking, both through its products and practices. The site is scheduled to go live on August 27.

Following the advertising debut, additional 30-second spots will air throughout network television scheduled to appear during early morning, primetime, cable and late-night programming, as well many of this season's series premieres. Print advertisements will be included in various daily, weekly and monthly publications. Online advertisements will run on websites such as Yahoo.com, MSN.com, CNN.com and AOL.com.

The advertising was developed in collaboration with The Martin Agency, and represents Discover Card's first project with the firm since the agency's selection in April.

An Experience and Card That Are Simply More Rewarding

This announcement represents another strong step in the Company's long-standing commitment to making Discover Card the most rewarding credit card on the market; one that provides simple, clear and meaningful options that provide consumers with greater value and more complete control over their account and finances.

“Consumers want change. They want less confusing interest rates, disclaimers and fine print. They are looking for a card that provides meaningful rewards, easy-to-use features that put them in control, and one that is backed by responsive customer service,” said Georgiadis. “As part of our brand promise, we are building upon Discover Card's core strengths and making enhancements to deliver more of what consumers today are truly looking for.”

In order to deliver on its commitment to consumers, Discover Card is focusing on priority areas for consumers:
  • keeping things simple, direct and easy to understand. In a recent Discover Card survey, nearly 60 percent of U.S. cardholders reported not completely understanding credit card terms and conditions.

  • continuing to enhance its Cashback Bonus program to put even more cash in Cardmembers' pockets through its innovative Get More program and valuable partnerships with more than 70 leading retailers. Nearly 46 percent of survey respondents cited never redeeming their rewards because they don't amount to much. Beyond providing Cardmembers with more opportunities to earn greater rewards, Discover Card offers the most flexible redemption options, and has no expiration dates or caps for active Cardmembers – features which are sought after by 80% of U.S. cardholders Discover Card surveyed.

  • offering features that give cardholders greater control over their accounts such as customized e-mail alerts to help them avoid fees, selecting payment due dates, the ability to sort purchases online, and automatic notifications when purchases or returns post to their accounts. According to Discover Card's research, these features are important to more than 70 percent of U.S. cardholders; and

  • providing customer service that puts Cardmembers first. According to the survey, 92 percent of cardholders want their issues resolved in a single call and more than 80 percent of U.S. cardholders want to reach customer service representatives quickly. Discover Card measures its ability to resolve issues on the first call, and its customer service representatives are reachable in less than 60 seconds, 24x7.

About Discover Financial Services

Discover Financial Services LLC, a business unit of Morgan Stanley (NYSE: MS), operates the Discover Card with more than 50 million Cardmembers, and the Discover Network with more than 4 million merchant and cash access locations. Discover Financial Services also operates the PULSE ATM/debit network, which serves over 4,200 financial institutions and includes almost 250,000 ATMs and approximately 3.4 million POS terminals. For more information, visit www.discovercard.com, www.discovernetwork.com or www.pulse-eft.com.

Visuals from the new campaign, including stills of the television ads and copies of the print ads are available upon request.

Media Contact:

Leslie Sutton
224-405-3965