THAMES Water has signed up as the first affinity partner for Lex Direct, Lex Vehicle Leasing's new operation for small businesses. The joint marketing venture will see Thames Water promote Lex Direct to its 200,000 business customers in the south east via mail shots.

As a telesales operation Lex Direct relies on advertising and good databases for its leads, and its tie-up with Thames Water is yet one more example of the fleet industry's appetite for cross-marketing initiatives.

Cendant Corporation has driven this philosophy forward by buying companies in related industries and selling their customers a basket of associated services. In the UK Cendant's subsidiaries include, PHH Vehicle Management, the RAC, BSM and car parking giant NCP.