Shop Working on $5 Mil. Effort for Mortgage Lender
LOS ANGELES–A two-month review has led residential mortgage provider LoanWorks to award its $5 million ad account to DGWB.
The Irvine, Calif., shop bested Bozell Worldwide, also in Irvine, and Roth Advertising in Los Angeles. Those three finalists were culled from an original list of six Southern California shops, said Victoria Kaloper, LoanWorks’ vice president, marketing director. Previous ad duties had been handled by a local design firm.
DGWB caught the client’s eye with its diligence leading up to the pitch, said Kaloper. “We were impressed with the amount of work they did, and how up to speed on our business they were,” she said. “They were genuinely enthusiastic about what they were presenting.”
The agency will be responsible for creative and media responsibilities for the financial services client, including outdoor, broadcast and print ads that will run in Southern California, said Kaloper. The shop will also create collateral pieces, provide public relations services and work on the client’s Web site.
DGWB is now at work on a branding campaign for the client that will target borrowers who are looking for a legitimate alternative to the “arduous, outdated traditional lending process” at other institutions, according to agency senior partner Mandi Dossin.
Founded in 1997, Irvine, Calif.-based LoanWorks is a technology-driven mortgage lender that provides consumers with residential loan products and refinancing services. Its services are available through the phone and on the Internet. The company is an affiliate of Pasadena, Calif.-based IndyMac, one of the nation’s largest mortgage lenders.
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