New Century Goes With Fotouhi

Fotouhi Alonso Associates has won the estimated $5-7 million New Century Financial Corp. account.
The Los Angeles shop was the only finalist left after Bozell Worldwide, Costa Mesa, Calif., and the M1 Agency, Santa Monica, Calif., dropped out prior to final presentations last month [Adweek, March 1]. Select Resources International, Los Angeles handled the review for the Irvine, Calif., client.
“We’re delighted,” said agency chief executive officer Farida Fotouhi. “They’re a great company.”
Fotouhi Alonso will develop positioning for the subprime lender targeting the wholesale market, which encompasses mortgage brokers, and the retail market, which involves consumers.