LendingTree Selects Mullen for $50 Million Account

Online loan marketplace LendingTree Inc. selected Mullen as the agency of record for the company’s $50 million national advertising account.

Mullen is a $310 million, full-service agency with a reputation for creating, building and repositioning brands off-line and online LendingTree’s national campaign will focus on branding the company as the dominant online lending resource in the minds of consumers.

Other finalists in the three-month review included Lowe & Partners/SMS and The Martin Agency. AAR/Bob Wolf Partners conducted and managed the review.

“Each of the organizations did a marvelous job and challenged us with interesting and provocative thinking,” said Reggie Bowser, vice president of marketing at LendingTree.

“Mullen demonstrated an especially keen understanding of our most important business issues and opportunities, and their team presented an integrated strategic and creative approach which we believe will help us achieve our objectives.”

LendingTree allows would-be borrowers to shop for a variety of loan types including home mortgage, home equity, automobile financing, personal loans and credit cards and receive multiple loan offers from more than 80 regional and national lenders in the LendingTree Network.

Mullen clients include L.L. Bean, General Motors, Monster.com, Oxygen Media, cozone.com, Nextel Communications, Swiss Army Brands, The Stanley Works, Money Magazine, NorthernLight.com, hifi.com, Dexter Shoe Co. and Agfa-Gevaert.