FME Will Address InCharge’s Brand Issues

ATLANTA InCharge Institute of America has chosen Fletcher Martin Ewing as its lead agency, the client confirmed.

The Atlanta shop, a division of Toronto-based Maxxcom, pitched against several undisclosed direct mail specialists to win the estimated $12 million account. It is unclear if New York incumbent Wunderman participated in the review.

FME will handle creative and media buying for the Orlando, Fla.-based financial education and credit-counseling organization.

“They weren’t trying to get away from direct response [agencies],” said Andy Fletcher, shop president and chief executive officer. “They have some significant brand issues to address.”

The client wants to integrate its independent divisions like Profina Debt Solutions and Accredited Bankruptcy Services under one brand identity.

The agency’s first campaign will break in early 2004.

IIA’s revenue comes from creditors and consumers who join the debt management program.