Turkel Schwartz & Partners Gains Official Nod
ATLANTA-Miami’s Turkel Schwartz & Partners has been named agency of record for mortgage.com, based in nearby Plantation, Fla.
According to Seth Werner, chairman and chief executive officer of the consumer mortgage-lending venue on the Internet, the account will bill between $10-12 million over the next 12 months.
Werner said other agencies pitching the business were Goodby, Silverstein & Partners in San Francisco and Partners & Simons of Boston. Turkel had been one of numerous regional shops working with the client on a project basis, but the only one invited to vie for agency of record status.
“They had a good history of doing a great job creatively and energetically,” Werner said. “And proximity, it was important to have somebody close by to build our brand.”
Werner said that after talking with the three agencies, “[TS&P] was in line from a pricing standpoint. I think we would have been a small fish for both of those other agencies, but we’re a big fish in Turkel’s pond, and I like that.”
“The fact that they were talking to Goodby clearly suggests that creative is a large part of what they’re looking for,” said agency president Phil Schwartz.
The agency is currently preparing to launch a national multimedia campaign targeting both the consumer and business-to-business markets.
“We’ve committed several million [dollars] to online advertising, banners, pop-ups, crossovers and all that sort to promote traffic to their site,” said Schwartz. “And on top of that there will be newspaper, magazine and television.”
Schwartz said, “One of the most thrilling parts about this is that they’re the brand name of choice.”