E-Loan Moves Media to Hill, Holliday

SAN FRANCISCO Online auto and home financing service E-Loan has shifted its media buying duties to Interpublic Group’s Hill, Holliday, Connors, Cosmopulos here from Aegis Group’s Carat in Chicago, a client representative said.

E-Loan is based in Pleasanton, Calif., and uses independent Pickett Advertising of San Francisco for creative.

The interactive lender does extensive television advertising in the northern California market. One recent spot shows an E-Loan spokeswoman showing up at an open house and asking prospective buyers if they are sure they’re getting the best deal on a home loan. When they admit they don’t know, she directs them to the E-Loan Web site.

The client spent about $25 million on ads from January to October 2004, per Nielsen Monitor-Plus.