Enten & Associates has won the $1 million account of Savings Bank Life Insurance Co.
The Bethesda, Md., shop topped Love & Co., Frederick, Md., and RMR & Associates, Rockville, Md., which landed the bank's public relations assignment.
E&A will develop creative touting the East Hartford, Conn.-based insurer's entry into the Roanoke and Richmond, Va., markets this year. Additional expansion into other mid-Atlantic states is set for 2003.
"Life insurance isn't the most exciting business," said client senior vice president of 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 ads will play 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. "Because of that we can create a personality and a name people can trust."