Regional Group Considers TV Launch in ’99
BOSTON–A half-dozen semifinalists have emerged in an agency review being undertaken by three nonprofit credit counseling organizations planning a formal merger.
Consumer Credit Counseling Services of Massachusetts, Connecticut and Rhode Island are jointly seeking an agency to handle a combined ad account once their union is consummated next spring.
In the running for the assignment are Pagano Schenck & Kay, Wallwork Curry Sandler and CC and D Communications, all Boston; Allen & Gerritsen, Watertown, Mass.; Cronin & Co., Glastonbury, Conn.; and Mintz & Hoke, Avon, Conn. Pile and Co., the management consulting firm in Boston, is overseeing the review process.
Agency sources said billings will be $1 million or slightly higher.
“Nothing is definite” in terms of spending levels, cautioned Mel Stiller, executive director of the Consumer Credit Counseling Service of Massachusetts. A cut to finalists will be made within the next two weeks.
The winner will be asked to develop ad campaigns introducing the combined entity and detailing its services, which include negotiating with creditors and formulating programs to help consumers get out of debt, Stiller said. A name for the combined group has yet to be finalized but Consumer Credits Counseling Services of Southern New England is a possibility, he said.
The media mix is also in the planning stages but Stiller said he expects ads will run on “TV primarily.” The groups have all done some marketing in the past, working with various local resources, but none of the agencies in the review have worked for any of the counseling offices, Stiller said.
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