PGC To Re-Brand RTO

Under the direction of newly appointed president Tony Dammicci, PGC Advertising here has won the $15 million advertising account of rent-to-own chain RTO of Mesquite, Texas.
The RTO assignment will include TV and print ads as well as point-of-sale, database marketing and direct mail duties.
“[PGC] came up with the best strategic approach to creating the positioning,” said Andrƒ Job, vice president of marketing for RTO. Job wants the repositioning campaign by March 1, with a tactical campaign slated for January to “carry us over.”
PGC defeated The Richards Group and Joiner Rowland Serio, both Dallas, and BJK&E Specialized Advertising, Irving, Texas.
“It’s terrific for us. I think it’s a great piece of business, and allows us to do what we do best–do positioning on a consumer brand,” said Dammicci.
Dammicci last month quietly moved up from vice president and general manager to replace Michael Cobb, who is now at sister Omnicom shop TLPartnership in Dallas [see story below].
Promoted to general manager at PGC was former group account director Gerald Mann.
RTO recently re-vealed plans to merge with Albany, Ind.-based rent-to-own chain Alrenco, boosting it from 250 to 416 stores that will all be converted to the new Home Choice banner.
Among RTO’s investors is Republic Industries chairman H. Wayne Huizenga, who built the Blockbuster Video chain and is now heavily involved in new and used automobile sales, leases and rentals through chains like AutoNation USA and Alamo Rent A Car.