Doner Direct TV: Getting Into Debt for Nat’l. Credit



By Nora FitzGerald





WASHINGTON, D.C–Baltimore-based Doner Direct, a subsidiary of W.B. Doner, has nabbed the $5 million plus business of the National Credit Counseling Service, also in Baltimore.





The client, which has been producing mostly print ads in-house, began its first agency search several months ago. The other contenders for the business have not been disclosed.





NCCS wants to launch a branding effort with TV work, according to Tony Everett, president of Doner Direct.





‘This is a rapidly expanding category,’ said John Tracosas, executive vice president and director of client services at W.B. Doner. ‘The client wants to focus primarily on TV to accomplish two things: build the brand and generate inquiries from direct response TV.’





‘Doner’s unique capabilities improve NCCS’s ability to help American consumers become better aware of alternatives to living with high debt and bankruptcy, and overall to help more American families improve their quality of life,’ said NCCS founder and chief executive Bernaldo Dancel.





The 5-year-old nonprofit company creates debt management plans for consumers. There were 1.2 million bankruptcies last year, according to Mike Morenci, NCCS vice president of creditor relations. He said that creditors are anxious to work with the firm to help consumers avoid bankruptcy.





‘Our job for NCCS is to set them apart and offer a distinct message that separates them from the fray,’ said Tracosas. ‘Most debt consolidators are saddling consumers with more debt. NCCS provides true debt relief.’





Everett said the first creative work will break in early fall.





Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED





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