TrueCredit looks to Cramer-Krasselt to boost consumer credit awareness

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TrueCredit.com, the online consumer arm of TransUnion, has named Cramer-Krasselt as its AOR for creative and media duties.

Cramer-Krasselt, which has also worked with Corona, Porsche and AirTran, will handle PR, marketing strategy and marketing execution for the credit and information management company. The contract — estimated at around $7 million — was awarded following an RFP in which the company solicited ideas for a new online strategy.

“Cramer-Krasselt's strongest selling point is its ability to integrate efforts across channels, so there's a strategy for PR, online and traditional advertising as well as search engine optimization,” said Colleen Ryan, manager of marketing solutions for TrueCredit. “It basically helps companies gain better access to customers, as well as control and reposition the conversation that you're trying to have with those customers.”

The move towards an integrated strategy marks a change from TrueCredit's former approach, in which multiple agencies managed their marketing efforts.

Ryan could not elaborate on specific plans, but she said TrueCredit's goal is to encourage consumers to be more proactive and savvy about their credit scores.

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