Global digital/direct marketing agency HackerAgency has been hired by mortgage lender Ditech to execute a major ad campaign -- the first since the brand’s revival earlier this year.
Ditech was one of the bigger names in the mortgage business until the financial and housing crisis hit. It was shelved as a brand five years ago. Last year it was acquired by Walter Investment Management Corp., and was re-launched as a brand in March.
In May Ditech CMO Rich Smith told National Mortgage News: "Even though the brand has been out of the market for about five years, it still has a lot of familiarity with consumers and it's still very positively viewed." Smith added: "We spent a lot of time looking for any negative sentiment, any baggage around the name, and really just couldn't find it amongst consumers."
Seattle-based HackerAgency will launch a campaign across a number of channels including direct mail, digital, DRTV, radio, mobile and billboards, designed to generate leads and customers for the revived lender.
"We selected HackerAgency after considerable research because of its 'test and learn' ethos, which we share and have used to drive performance across all direct response media," said Smith.
Founded in 1986, Seattle-based HackerAgency has offices in Munich, Prague and Shanghai. Clients include AT&T, Coca-Cola, Volkswagen, Skoda, One Medical Group, Essence Healthcare and Hyatt.