Bernstein-Rein Gets Mortgage Lender

Share this article:
Thornburg Mortgage Inc. appointed Bernstein-Rein Advertising Inc.'s brand relationship group as its marketing agency of record on an account valued at nearly $2 million.


The yearlong contract was won by the Kansas City, MO, shop without an agency review. An undisclosed agency in New York was the incumbent.


"I think the big challenge is there's not a lot of brand recognition for them right now," said Christa Spencer, direct strategist at Bernstein-Rein. "Mortgages have a lot of banks out there and lots of players, so we need to get people into the door to use them."


The win adds to Bernstein-Rein's portfolio of clients like Thrifty Car Rental, Wal-Mart Stores Inc. and Blockbuster Video.


Thornburg is a single-family residential mortgage lender with assets of $10.4 billion. The Santa Fe, NM, company specializes in hybrid adjustable-rate mortgages of $322,700 and up. It maintains full ownership of them for the life of the mortgage.


Marketing will focus on boosting the number of mortgages Thornburg originates. Bernstein-Rein will work on strategy, research, creative, direct mail, database, Internet and e-mail marketing, and direct response trade publication ads to target consumers and intermediaries.


"Our goal is to make Thornburg Mortgage one of the top 50 mortgage companies [in the U.S.]," Spencer said.


Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

John Wanamaker Is Dead, Long Live the CMO

John Wanamaker Is Dead, Long Live the CMO

A century-old motto isn't—and shouldn't be—relevant today. CMOs need to get with the times and put their customer knowledge to good use.

Unleashing the True Power of the Customer

Unleashing the True Power of the Customer

Retailers who harness customer loyalty program data can create a customer-centric competitive advantage.

News Byte: Gartner Retail Expert Joins eCommera as CMO

News Byte: Gartner Retail Expert Joins eCommera as ...

Kevin Sterneckert brings a wealth of knowledge and experience to eCommera.