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Score 29 - Future Possibility: Guaranteed Rate names slew of DMs to drive growth
Home loan organization PR Newswire, Brabants will focus on helping GR empower loan originators with technology options and digital marketing tools in order to boost the customer experience.
In order to fuel its growth plans, GR has also hired the following team members: strategic growth SVP Peter Katsaros (June), former market VP at Wells Fargo; and market growth SVP Andrew Carter (June), former strategic growth director at Ruiff Home Mortgage.
According to iSpot, GR hasn't allocated budget towards national TV ads since last year, when $2.8 went towards spots airing in Q2 and targeting various millennial audiences (male skew - see targeting right). This amount declined notably from the $14.5 million spent in 2017. LoanDepot hasn't seen any national TV spending since 2017, so GR may not see a return to this channel under Brabants's leadership.
During the past 12 months, Adbeat reports that GR has spent $13,800 on digital display ads placed programmatically via Google ($8,100) and TheTradeDesk ($5,400). Google has placed ads on sites such as patch.com ($3,800), parishesonline.com and sonomanews.com; TheTradeDesk's top publishers have included accuweather.com ($2,300) and thecalculatorsite.com. Spend here has increased a bit; for the prior 12-month period (Sept 2017-2018), it only reached $11,600.
GR also uses cause marketing; for example, it recently reached a giving milestone of $3 million (more here) will have the upper hand, especially those able to reach male millennials.
Agency & martech readers - since new leadership could easily review agency relationships, reach out soon for potential work. Olson was behind GR's most recent ads (view above).