Ditech.com Picks SMG for Media PlanningDirect mortgage lender ditech.com, a subsidiary of GMAC Mortgage Corp., named Inter/Media Advertising and Starcom MediaVest Group's SMG Direct joint venture to handle all media strategy and planning work.
Competition for the business, whose total spend is reportedly $75 million, included another finalist. Carat, Los Angeles, was the incumbent. GM MediaWorks will continue to buy media for ditech.com.
"The mandate is to increase their efficiency to better target their consumers," said Robert Yallen, president of Inter/Media Advertising, Encino, CA.
SMG Direct began the assignment yesteday. It will use Inter/Media's AccuTrak lead and sales tracking tool, which identifies and attributes the media that could have triggered customer response calls. Campaigns thus can be fine-tuned daily.
In the SMG Direct alliance, the Starcom end will handle billing and strategy while Inter/Media will be in charge of tracking and media planning.
The ditech.com win propels Inter/Media's billings to $200 million. Based in Costa Mesa, CA, ditech.com last year funded more than 150,000 loans through its Web site and call centers. The company's steady climb was helped last year by low media rates and high consumer refinancing.