Atlanta, Dec. 19, 2006 — Lenox Financial Mortgage, an Atlanta-based mortgage broker that provides a broad range of competitively priced mortgage products, announced today the hiring of RPA as their agency of record to handle media planning and buying. Led by the Atlanta office of RPA, the agency will be responsible for Lenox Financial's local planning and buying, as well as additional marketing services. RPA won the business without review following initial local market radio planning and buying work completed during the summer and fall. The Lenox Financial marketing support budget for 2007 is $8-10 million.
Previously, Lenox Financial had negotiated and placed their media buys in-house, but as their local market footprint grew and their marketing needs increased on their way to national penetration, the company sought a media partner.
Lenox Financial builds their business by aiming to earn lifelong customers through servicing their home loan needs with no closing costs. Using the motto, "The no-closing-cost home loan—it's the biggest no-brainer in the history of the earth,™" the president and owner of the company, Jon Shibley, voices the radio spots himself with a down-to-earth, direct message.
Targeting male 35- to 54-year-olds, the media buy speaks to home buyers or home owners, focusing on AM talk, radio stations, including preferred programming such as Hannity, Boortz, Limbaugh, O'Reilly and Clark Howard to mesh with the information and tone of the Lenox Financial message.
Currently, Lenox Financial advertises in 19 states, with multiple new states slated for roll-out in 2007. The company advertises year-round.
Lisa Pilger, VP, Associate Director of Local Media, and Sarah O'Grady, Local Media Supervisor, both of RPA's Atlanta office, will lead the business. Regional buying will be supported by RPA's network of offices across the country. In addition, the Direct Response (DR) team is also servicing the business in tracking and support.
About Lenox Financial Mortgage Lenox Financial Mortgage is a full-service licensed brokerage firm. Jon Shibley founded Lenox Financial Mortgage, LLC's parent company, Lenox Financial Mortgage, in 1997. The company started in Atlanta, Ga., in 1994 but is now a licensed broker in 19 states. Lenox Financial Mortgage, LLC staffs over 300 seasoned loan officers and has helped thousands of home owners accomplish their financial goals by providing no-closing-cost loans and earning lifelong customers.
About RPA RPA, headquartered in Santa Monica, Calif., is the largest independent advertising agency based on the West Coast, with more than $1 billion in billings. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA also serves as a media planning and buying agency for clients such as MGM and Zatarain's. For more information, visit http://www.rpa.com.