Check Casher Selects DDB, Cultura

DALLAS Ace Cash Express has given DDB general-market creative ad duties and Cultura Hispanic-market work, the client said.

Omnicom’s DDB and Omnicom-backed Cultura, both in Dallas, are charged with continuing the repositioning of Irving, Texas-based Ace from a check-cashing chain into a retail financial services company for people who do not have bank accounts. The company most recently used only limited advertising and handled it in-house, according to Jake Schroepfer, a former president and chief executive officer of DDB’s Dallas office who joined Ace as chief marketing officer in June.

Schroepfer, who left DDB in the spring of 2002, was most recently executive vice president at Miller Zell, a retail store development company based in Atlanta.

“DDB has tremendous resources in terms of human resources and propriety tools to help build brands and I know that first hand,” Schroepfer said. “The same holds true with Cultura with their emphasis on the Hispanic population, which is going to be a major emphasis for us as we build the brand.”

Schroepfer said he foresees both agencies creating television, radio and out-of-home work. He hopes to break a campaign in the fourth quarter. DDB also will be responsible for national consumer promotions.

Schroepfer said Omnicom’s OMD in Dallas will handle media.

Billings are undisclosed. Ace, which has 1,187 stores in 35 states and the District of Columbia, had no measured ad spending last year, according to TNS Media Intelligence/CMR.

Schroepfer said after spending the last few years focusing attention on operations, Ace is prepared to “build the brand and hopefully create more value.”

Sources said Ace had been negotiating with another local Latino agency prior to the arrival of Schroepfer, who said he could not comment on events before he joined the company.