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Mullen’s first ads for LendingTree.com focus on consumers’ desire to turn the tables on bank executives.
Ads depict loan officers pleading for consumers’ business and carry the tagline, “When banks compete, you win.” The $40 million national campaign premiered last week.
Jim Hartrich, Mullen’s senior vice president and group account director, credits the Charlotte, N.C., client with giving his agency the time to hone its message instead of rushing the work. “They are not a typical dot.com
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