NourzAds to Play Up Friendlier Austin Credit Union

NourzAds has won the marketing and advertising account of the Austin Metropolitan Financial Credit Union.

The Austin, Texas, shop topped crosstown incumbent Concepts Un-limited, which held the account for 20 years, and Clockwork Design of San Antonio in a review. Billings are undisclosed.

“We were up against a lack of experience in the category,” said agency founder and creative director Mary Pat Nourzad. “We came to them with consumer advertising experience and our track record.”

The eight-person operation specializes in political and pharmaceutical advertising.

“We knew they were looking for something creative, so we brought them to us. We picked them up in an armored truck for the presentation,” said Nourzad, who described her agency as “early-American Pee-Wee Herman.”

The playfulness impressed client vice president of marketing Lesley Moore.

“They did seem like they’d be fun to work with,” Moore said, adding that NourzAds had more knowledge of the branding process than the other agencies in the review. “They knew that [branding] goes down to the core of who we are and who our members are.”

NourzAds will develop a campaign for the 55-year-old credit union, including a corporate identity, logo design and Web site development. Print and broadcast advertising will coincide with branch openings scheduled for fall.

Credit unions account for about 3 percent of the nation’s individual savings deposits.

“Perceptions among members and nonmembers vary widely. But most people see large banks as predatory and credit unions as personable,” said Nourzad. “What we need to educate them on is the kinds of services available, and that they don’t necessarily have to belong to a group to join.”

Nourzad said guerrilla marketing techniques could help sway banking customers to move their accounts.

“We could send special cars to their offices and do the paperwork for them,” Nourzad said.

“You need to connect with [consumers’] emotional pain points to get them to leave a bank they’re not happy with,” she said. “That’s what we’ll get our creative to do.”