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Landsafe Nears Deal With Focus

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Agency to Promote Loans, Realty Services
DALLAS--The Focus Agency here is in line for the estimated $2 million advertising account of startup real estate company Landsafe, a Plano, Texas, subsidiary of nationwide mortgage lender Countrywide.
An official with Los Angeles search firm Strategic Resources International said an agency of record designation is contingent on the completion of an unspecified marketing project in July.
The client heard presentations the past two months from six Dallas agencies: Focus, Coffee/Black Advertising, HartyCom, KWGC Advertising & Design, the former Evans Advertising (now part of Publicis here) and Levenson & Hill.
Catherine Bension, managing partner at Strategic Resources International, said The Focus Agency, if hired, would develop print, direct mail and collateral pieces for Landsafe, as well as media and strategic planning. The assignments would consist of both trade and consumer marketing efforts.
Focus president and chief executive officer Mark Miller said his shop had not been briefed on the project at press time.
Focus' initial presentation included strategic recommendations on how Landsafe should communicate with lenders and realtors as well as consumer audiences.
"The ultimate goal of the consumer work would be to make people familiar with Landsafe's various services so they ask for them by name," Miller said.
Landsafe is a single-source provider of loan and real estate services for both home purchases and refinancing.