Banc One Corp. has designated Thomas E. Winning as president of its newly formed Private Label Credit Services unit.

Mr. Winning, 46, has effectively run the division since its creation last year. Since 1993, he has served as executive vice president and group head for the company's Dayton, Ohio-based Bank Card Services unit.

"We see even greater potential for expansion in Private Label Credit Services and as a result have formed the new Banc One subsidiary dedicated to growing that line of business," said Jeffrey P. Neubert, chairman of Banc One Diversified Services Corporation, in a statement.

Banc One Private Label Credit Services has $1.3 billion in outstandings and serves about 30 U.S. retailers.

In an interview, Mr. Winning said his role is to "recognize the unique aspects of private-label credit and respond to this market opportunity." He noted that private-label credit involves "a number of constituencies," creating a "little bit of a twist" on the usual relationship between a bank and its customers.

"There are a whole series of merchant-client requirements, as opposed to the traditional dealings between the bank and cardholders," he said.

To this end, Banc One is promoting Triumph, a card processing system developed by Financial Card Services, also a Banc One subsidiary, to retailers.

Mr. Winning said Triumph gave Banc One "the ability to effectively segment customers for our clients and develop unique strategies to reach their collective goals and objectives."

Mr. Winning, who holds a master's of business administration from the University of Dayton, joined Banc One in 1970 and became a senior vice president of Bank Card Services in 1983.

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