Erwin Gains Broadcast Victory

Advance America Cash Advance Centers has awarded Erwin-Penland its $5-7 million broadcast ad account.

The Greenville, S.C., agency beat three undisclosed Southeastern shops in an informal review limited to broadcast capabilities. Incumbent Brann Worldwide in Dallas will continue to handle print advertising and direct marketing for the Spartanburg, S.C.-based client.

Agencies were asked to develop a media plan for a $5 million budget, which has increased to $7 million, said E-P president Joe Erwin.

“The review was scientific in nature,” said Erwin, crediting the win to agency media directors Gretchen Erwin and Ellen Elliott-Gill. “We showed them where they could realize savings by looking at where their business is and the kinds of customers they have and who they want.”

E-P will develop media plans for the client’s two brands: Advance America and National Cash Advance. It will also create a television and radio campaign for Advance America that Brann can execute in direct mail.

“Broadcast is very new for us,” said Deneka Hobby, co-director of marketing for the client. “Erwin-Penland is a significant player in the Southeast. They take responsibility with your money and that impressed us.”

Historically, advertising for the nearly 1,600 fee-based cash advance centers nationwide was limited to direct mail and print.

“More than anything else, they’re looking for new customers. In direct marketing, you mail to customers. But if that’s all you do, you’re just talking to yourself,” said Erwin.

Customers, he said, hold the brand in high regard, but others have misconceptions.

“They think it’s some kind of loan-sharking,” Erwin said.

E-P will seek to correct that perception through commercials scheduled to break April 1.

“We have to educate people that this service is a better alternative to maxing out credit cards or bouncing checks,” he said.

One possible approach is a humorous character called Unexpected Bill, said Erwin. He added that “creative can’t get in the way of telling people what the service is.”

Radio spots will air this month in test markets in North Dakota.

“One of the insights we discovered in the review is that the brand should be a hero, but the consumer should be shown as smart for taking advantage of the brand,” said Erwin.