LendingTree Sends $126 Million Media Account to R2C Group

The agency takes over for incumbent Oxford Road

LendingTree spent nearly $61 million in the first six months of 2017. LendingTree

LendingTree has named data-driven creative and media agency R2C Group as its new media agency partner, following a review.

R2C Group will be tasked with handling media buying and planning for the Charlotte, N.C.-based company, as well as TV and radio analytics. The agency transition will take place this month, as R2C Group takes over for incumbent Oxford Road.

“R2C Group’s integrated media planning solution fully aligns with LendingTree’s data-driven marketing strategy,” LendingTree CMO Brad Wilson, who took over that role last July, said in a statement. “The choice was clear to partner with R2C as we look to make TV a larger piece of LendingTree’s overall marketing mix.”

“The promise we make to clients is what we call Transactional Brand Building—the idea that branding and sales can be achieved at once,” added R2C Group co-founder and CEO Michelle Cardinal. “We’re thrilled to apply our game-changing technology of ConsumerID and WaveCast to expedite LendingTree’s already impressive growth path.”

LendingTree spent just over $126.5 million on measured media in 2016 and nearly $61 million in the first six months of 2017, according to Kantar Media.

In November, LendingTree entered into a multiyear agreement with the Charlotte Hornets to have its logo appear on the team’s uniform.

@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.