ATLANTA-Bypassing the review process, online mortgage lender and refinancier OnLoan.com has named E&F/Marc its first ad agency.
The $4 million account was awarded to the Miami shop after it delivered the client's tagline, "Mortgages in minutes," in a project assignment.
OnLoan.com chief marketing director Mark Geddis said he was referred to E&F/Marc by Neal Bendensky of Pizza Hut. Both men once worked together for Major League Baseball's Florida Marlins.
"[Bendensky] said [E&F/Marc] is a real clean, smart agency," Geddis said. "I met with them and it was pretty much instant chemistry. We loved [the tagline], and we've been together ever since."
Geddis conceived OnLine.com's upcoming marketing promotion with 90 South Florida Pizza Hut locations, a partnership developed by GamePlan, a Miami sports marketing specialist.
The restaurant's pizza boxes will promote a contest sponsored by OnLine.com, in which the winner will have his or her mortgage paid for a year. E&F/Marc will provide creative for a radio campaign that will dovetail with the promotion.
Geddis said the box-topped advertising will go statewide in February and add 15 U.S. cities in mid-2000.
"OnLoan is a breakthrough account for us," said agency president Evan Contorakes. "Dot.coms are . . . the future of the advertising business."