SOURCE: Shine Advertising Co.

October 11, 2006 17:06 ET

Shine Advertising Co. Named Agency of Record for Originate

Madison Agency Bests Seven Large Chicago Agencies

MADISON, WI -- (MARKET WIRE) -- October 11, 2006 -- Originate, a national home loan provider, has named Shine Advertising Co. as its advertising agency of record, following a two week account review that included Shine and seven Chicago agencies. Shine will be responsible for development of a comprehensive 2007 brand launch for Originate, with projected annual spending of $2-3 million.

"Everything about home loans is perceived by both the industry and consumers as 'me too' and banal," said James Marino, president of Originate. "We wanted an agency to help us kill this perception once and for all. We originally looked in our own backyard for agencies, but frankly none matched up to Shine. We tried to find Shine's Achilles heel but honestly couldn't. They provided really big ideas that were not only creative, but strategically brilliant as well."

The campaign will reinvent Originate from its previous brand, "21st Century Mortgage Bankers," into a brand that is bold, simple, and truly innovative. A complete brand identity, national print campaign, direct mail, events, promotions and media-rich website are likely on tap for brand launch.

"It's always a great opportunity to be chosen to help define a brand so completely," said Curt Hanke, co-founder and account director at Shine Advertising. "We are thrilled and honored to collaborate with Originate and create something totally different and unexpected for this industry, based not just on rhetoric, but on a business model that has true differentiation at every level."

Originate is committed to raising the bar in the mortgage industry and putting an end to "business as usual." From a wide range of innovative mortgage products, to unparalleled service, accountability, and collaboration with clients, Originate helps consumer and wholesale borrowers close more loans, more quickly and more easily.

Shine Advertising Co., headquartered in Madison, Wis., helps build both up-and-coming and established brands such as Harley-Davidson Motorcycle Co., Peachtree Doors and Windows, Umi Children's Shoes, Veridian Homes and Kaplan, Inc. A full-service, privately held firm, Shine is dedicated to building passion between people and brands and holds truth, honesty and integrity as its core values. Learn more at www.shinenorth.com. Shine On.

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