GCI Gains PR Work for Money Mentor

ATLANTA Online financial services provider ING has assigned a public relations project to GCI Group, the client confirmed.

GCI will handle PR and develop promotional concepts to drive traffic to ING’s Web site, Money Mentor.

The Atlanta agency, the public relations arm of Grey, won the assignment over crosstown rivals Fleishman Hillard and Ketchum. Financial terms were not disclosed.

“All three were very strong with a lot of expertise for this project,” said Cindy Schaus, client vice president of external communications who added that the firm was looking for ideas to match its branding. “GCI brought in something fresh and appealing.”

GCI president Ken Willis said work in support of Money Mentor is expected to launch in September. “I think PR can extend credibility to the Web site and the company in its effort to help consumers.”

Money Mentor is designed to help consumers access personal finance information by working through a variety of “learning segments” via editorial and entertainment content from various AOL Time Warner properties. The site, which launched in May, works with CNNMoney.com, Money magazine, DC Comics and TBS Superstation.

ING, based in the Netherlands with U.S. headquarters in Atlanta, works with a handful of public relations firms on a project basis, Schaus said. Most recently, it partnered with Edelman Public Relations in New York on a New York City Marathon assignment. ING will help develop a cause-related marketing program built around the November race.