To affinities and beyond.

The emphasis for affinity schemes is altering and the focus expanding. Some brokers are choosing to embrace this change while others express reservations, as Diane Smyth reports.

Paul Dyer, marketing director of Towergate, claims that schemes have
shifted their focus in recent years. He says: "The definition of schemes
has shifted and there is effectively a new audience emerging as the
population has become much more aware of brands." Schemes are now targeted
at affinity groups linked by strong brand names, such as football clubs,
retail outlets and charities, he says, rather than by employment
unions.


Mr Dyer is well placed to see such a change, with Towergate specialising