United Guaranty Taps Rockett

Trade Print Will Front Home Loan Backer

DALLAS–Rockett, Burkhead, Lew-is & Winslow has been selected to develop a trade campaign for Greensboro, N.C., private mortgage insurer United Guaranty Corp.
Rockett, Burkhead, Lewis & Winslow (RBL&W) of Raleigh, N.C., was chosen over an undisclosed field of in-state agencies, said client vice president of marketing Laura Hunt. She said spending would be less than $1 million, but RBL&W is in line for additional work through other United Guaranty Corp. (UGC) affiliates.
Media placement and planning will make up the bulk of early work for the agency, which will partner with UGC’s in-house marketing and communications team to develop the client’s creative messages.
Print ads will run in major business-to-business and trade publications aimed at mortgage lenders.
“Rockett did their homework,” said Hunt. “They identified some key areas for us, and they showed they understood many aspects of our market.” Although homeowners are the end users of UGC’s product, “the lenders are our customers,” as they facilitate the product to buyers, she explained.
United Guaranty’s advertising output has been sparse and handled internally in recent years, according to Hunt. The new ad campaign will tackle several “competitive issues” in today’s nationwide housing market.
UGC, part of the American International Group, sells policies to insure home loans secured by borrowers with insufficient equity. According to company literature, it has insured 1.5 million loans throughout the country. –Glen Fest