Magazine article Marketing

Profile: Financial Force for Change - Justin Basini, Head of Brand and Marketing, Capital One Europe

Magazine article Marketing

Profile: Financial Force for Change - Justin Basini, Head of Brand and Marketing, Capital One Europe

Article excerpt

If you can market yourself, you can market anything might well be the mantra of Justin Basini, the man responsible for persuading debt-ridden consumers, currently recovering from a Christmas blitz on their finances, to take out a Capital One credit card.

He is certainly not backward in coming forward; few marketers set up their own website to promote their writing and public-speaking skills (

This tendency toward self-publicity is all the more surprising given Basini's academic background was as a scientist. He has a first-class honours degree from Bristol University in biochemistry with molecular biology and biotech-nology and was offered a place to study for a PHD. Basini turned it down because he 'didn't want to become a man in a white coat'.

Rather than being stuck in a lab, the 32-year-old father of two is more likely to be found pounding the streets. He is currently training for this year's London Marathon - his second - with 29 colleagues, to raise money for Scope.

'It's amazing how far you can go on a run,' he says of his pastime, detailing one route from his home in Clapham, which takes him across Chelsea Bridge, through Victoria, past Buckingham Palace and around Hyde Park.

Basini describes himself as having a constant drive for action. 'I'm very focused on doing things,' he says, but admits that occasionally he needs to be reminded to think before he acts. 'There is a fine balance between getting things done and preparing adequately.'

Friends might suggest this tendency to leap into things led to him shaving his hair off in November to raise money for Children In Need. 'The general consensus is that I got away with it because I've got a reasonably shaped head,' he says. This self-confidence extends to Basini's work life. 'I'm extremely ambitious, which is why I chose to work at Capital One,' he says. 'The European and US management are committed to building the brand here.'

Basini joined the financial-services company a year ago and began work on repositioning the brand to become a price leader with added value. Last September he launched the 'We make change easy' campaign to encourage consumers who use only one high-street lender to shift to Capital One. …

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