SBLI Selects Enten for Push Into Mid-Atlantic

Enten & Associates has won the mid-Atlantic advertising account of Connecticut insurer Savings Bank Life Insurance.

The Bethesda agency topped fellow Maryland shops Love & Co., Frederick, and RMR & Asso ciates, Rockville. Separately, RMR has been awarded the client’s public relations assignment.

E&A will develop creative touting the East Hartford, Conn.-based firm’s entry into two Virginia markets, Roanoke and Richmond, this year. Expansion into other mid-Atlantic states is set for 2003. Spending is expected to be in the low seven-figure range.

“Life insurance isn’t the most exciting business,” said client svp, sales and marketing Craig Simms, adding that he chose E&A because of its enthusiasm and attention to detail. “Their ideas showed they were listening to us.”

Media plans focus on vehicles attractive to women and families with annual incomes below $80,000, said Simms. These include print ads in the Richmond Times Dispatch and The Roanoke Times, spots on urban contemporary radio stations and billboard messages. Television spots will run on cable channels that show Nascar and other automotive programming.

“The concept is to tie the branding into direct mail,” said E&A director of account management Jeff Goldscher. “Be-cause of that we can create a personality and a name people can trust.”

The 20-person agency is best known for its effortsin the travel and hospitality sectors. It recently crafted campaigns for the American Hotel & Motel Association and Doubletree Hotels.

The agency has also developed third-party marketing partnerships for MasterCard to promote travel and leisure purchases.