American Home Mortgage rebrands with C&W

COPPELL, TX: American Home Mortgage Servicing Inc. is working with Cohn & Wolfe to raise public awareness of the company as it rebrands as Homeward Residential.

COPPELL, TX: American Home Mortgage Servicing Inc. is working with Cohn & Wolfe to raise public awareness of the company as it rebrands as Homeward Residential.

The agency has created initiatives featuring the company's employees, as well as a print advertising campaign.

“As we're starting to see the end of the economic and housing downturn, we wanted to select a name that aligned with where we are going and with our belief that home ownership is very much at the center of the American Dream,” said Rick Gillespie, the company's CMO. The company hired C&W last September to help it rebrand.

He added that since Dave Applegate took over as CEO last year, the company has transformed from a “default servicing organization to a full-service mortgage banking organization” that offers various types of loans.

C&W, which has a core team of 10 staffers on the account, helped to create the new brand and website, said Michael Bayer, EVP of the agency's corporate practice.

He added that the agency found Homeward's employees to be optimistic in qualitative and quantitative research.

The firm also developed a print advertising campaign for the rebrand, which will run mostly in trade publications. It puts a strong emphasis on Homeward's 3,000-plus staffers, he added.

“We created a brand ambassador council internally of about 50 employees, who were selected from all the different offices, departments, and function of the company,” said Bayer. “They were really our employee advisors during the process because we wanted the band identity and positioning to be 100% authentic.”

C&W is also helping the company with social media initiatives. It is transitioning Homeward's LinkedIn page to reflect its new identity and launching Facebook marketing efforts, said Gillespie.

Homeward Residential will soon launch an employee contest for staffers who wrote songs about the new brand, he added. It will post a few of the submitted songs on YouTube as part of the rebranding campaign.

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