ColorTyme Consolidates in Dallas

Gleason/Calise/Associates has won the advertising account of rent-to-own retail chain ColorTyme following a review.

The business is estimated at$3-5 million. Ad-vertising expenditures last year were just over$1 million, according to Competitive Media Reporting. Because all ColorTyme stores are owned byfranchisees, the size of the account will depend on the degree of ownership participation.

Headquartered in Plano, Texas, ColorTyme has more than 350 locations nationwide. With its parent company, Rent-A-Center, operating over 2,100 stores, the combined companies control about 31 percent of the rent-to-own market.

With the selection of Gleason/Calise in Dallas, ColorTyme consolidates its marketing and advertising efforts at one shop for the first time.

“We spoke to a number of agencies and were impressed with the fact that Gleason/Calise can be a true marketing partner by servicing all of our needs in one location,” said client director of marketing Lisa Meissner in a statement. “In the past, we parceled out assignments from agency to agency with mixed results. Choosing Gleason/Calise gives us greater efficiency and will bring a more cohesive brand identity to ColorTyme.”

According to Laura B. Shepherd, chief operating officer at Gleason/ Calise, the agency’s firm grasp of the retail segment, as evidenced by previous work for ACE (America’s Cash Express) and Don Pablo’s, helped land the business.

Said agency chief executive officer Charlie Calise, “What’s exciting for us is this a true marketing partnership. We’re doing advertising, media, in-store; we’re doing everything they’re involved in from a marketing perspective … It’s very much in keeping with the mission we have for our organization.”

The agency is likely to build upon ColorTyme’s current tagline of “Outrageous service.”

“That’s really the mission of their company, that ‘Outrageous service,’ and clearly we see it as an opportunity to leverage on a go-forward basis,” said Calise. “Our big kick-off for ColorTyme will be mid-year, with a new positioning and strategy.”

Brann Forbes, another Dallas agency, has handled Rent-A-Center’s account for about a year. Both chains, which rent everything from computers to furniture, plan to add new stores this year.