Equifax Taps Dentsu's 360i As Lead Agency

Equifax-A

Data collection company Equifax has selected Dentsu shop 360i to be its lead agency -- for both traditional and digital channels -- after a review, the companies confirmed Wednesday.

The incumbent on the assignment was Publicis Groupe’s Digitas, which did not defend the account.

According to Kantar, Equifax spent the bulk of its measured media budget -- more than $31 million -- on digital display advertising in 2012.   

360i is tasked with leading all direct-to-consumer integrated marketing efforts for the brand’s Credit and Identity Protection products. The scope of work includes communications strategy, creative, consumer insights, media planning and buying, search marketing and cross-channel analytics.

“360i has the deep expertise in using sophisticated analytics and data-driven insights that we were seeking as a means to accelerate growth,” a company rep stated in an e-mail response to a request for comment. “They combine it with strong strategic and creative capabilities that will help evolve the way we connect with people across the customer lifecycle.

"It’s a unique combination. They also have stellar ad technologies and tools that will improve our ROI through granular, real-time optimizations of our media and messaging.”

The agency’s first assignment will be to develop and execute an acquisition strategy for Equifax’s Personal Solutions, which includes Equifax Complete and IdentityProtection.com.

The review was handled internally and overseen by Terry Griffin, senior marketing officer. Equifax, based in Atlanta, reported revenues of $2.2 billion in 2012, up 10% from the previous year.

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