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LOS ANGELES New Century Financial has launched a review for the ad account of its mortgage-lending subsidiary, Home 123.
The review, which includes both creative and media assignments, focuses mainly on direct-response and online efforts, and the work in play is worth $35-45 million, according to sources.
Omnicom Group’s Rapp Collins in Dallas has over the past year handled relationship marketing chores for the Home 123 division, including a branded Web site. Some of that work has featured home-improvement maven Bob Vila, already in place as the company’s pitchman when Rapp Collins was hired.
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