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 TFA Initiatives Drive Customers to eCredit.com (Adweek New England - November 22, 1999)By Lauren Wiley Client, in Development With First TV Ads, May Double Spending BOSTON--As TFA/Leo Burnett Technology Group's latest ad for eCredit.com breaks, the client is contemplating doubling its media budget. The Boston shop's campaign has proved such a success that the Dedham, Mass., client may raise its spending from $15 million to $30 million over the next year, said Susan Hickey, eCredit.com senior vice president of marketing. After each ad has premiered in the five-month campaign that targets top business executives, the number of calls and visitors to the company's site has spiked. "There has been a tremendous level of response," Hickey said. "I think we have really nailed a set of messages that are resonating." In addition to print advertising running in national business publications and major newspapers, TFA also created Internet banner ads and emailed prospects. The agency is now developing broadcast and outdoor ads that will appear in the first quarter of 2000. "This is brand building," said TFA account supervisor Kristin Macek. "It was not supposed to be lead generating. It's pretty tremendous." TFA began working with the 6-year-old company, originally called SRR Solutions, earlier this year after it changed its name and the focus of its business to eCredit. In July, the client bowed its first ads introducing its online business services and software. The company has the potential to tally $50 million in business this year--up from $7 million a year ago-- and expects to grow from 150 to 300 employees within six months, Hickey said. The growth should be a boon to TFA, which handles media planning and buying along with creative development. eCredit.com is the first client of the shop's media division, headed by Steve Hall. TFA also continues to work with its media partner, Starcom, on other accounts. Both firms are owned by Chicago-based Leo Burnett. |
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