LendingTree names Peppercom AOR

NEW YORK: LendingTree has hired Peppercom as its AOR with the goal of providing greater support for its consumer and financial communications.

NEW YORK: LendingTree has hired Peppercom as its AOR with the goal of providing greater support for its consumer and financial communications.

The agency officially began work for LendingTree in January, although it had collaborated with the company last fall during an informal search process, said Douglas Lebda, CEO of LendingTree.

"We've had an ongoing pitch process where we collaborated with a few different agencies, although there was no formal RFP issued," he explained. "Instead, we worked one-on-one with each agency to provide a brief of our business, get a sense of the team and their capabilities, and listened to their potential plan in order to come to a sound decision."

Lebda declined to specify what other agencies were involved in the process.

Jackie Kolek, partner and senior director at Peppercom, said the firm is supporting LendingTree on traditional and social media, including revamping the company's Facebook and Twitter platforms. It will also aid LendingTree's financial communications.

“We understand the financial services market, and we also understand consumer financial education,” she said. “A lot of what we're doing is trying to position LendingTree as a strong advocate for consumers as they navigate the mortgage market. They have a huge amount of tools, and insight available to consumers, so it's really about positioning them as thought leaders on the mortgage market.”

Kolek said Peppercom will also reach out to bloggers and other digital influencers. The firm is developing an integrated campaign to educate consumers on making smart lending decisions.

Event support could be added to the agency's tasks in the future, said Kolek, who is working with a team of five others from Peppercom on the account.

The account's budget was not disclosed.

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