TrueCredit Moves Accounts to Cramer-Krasselt

Credit-Monitoring Agency Aims to Challenge Experian, Equifax

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CHICAGO ( -- While many marketers are cutting back in the credit-crunched economy, credit-monitoring firms like Equifax and Experian have been spending freely at a time when credit-worthiness is increasingly on consumers' minds.

Now also trying to raise its profile is, which has shifted its advertising, media and public relations accounts to independent Cramer-Krasselt, Chicago. The three assignments had previously been handled by MDC Partners' TargetCom; Interpublic Group of Cos.' Initiative; and the Rosen Group, respectively.

Outsized ambition spent only $5.2 million on measured media last year, according to TNS Media Intelligence, compared to Experian's $80 million and Equifax's $29 million. But with the agency shift, it's likely to up the outlay.

"While we were primarily in the market for strong interactive capabilities, Cramer-Krasselt impressed us with their strategic thinking, integrated offering and proven ability to take challenger brands to a leadership position within their respective categories," said Lucy Duni, VP-marketing for, which is a unit of TransUnion. "We believe that this partnership and its timing will play a pivotal role in enhancing our ability to reach out to consumers and get them thinking about their credit even more proactively."

The account is the second win of note for C-K, the No. 3 independent, this year. Last month, the shop -- which handles Corona beer, Porsche and Rozerem -- won the pitch for Burlington Coat Factory's $70 million business.

Breaking through barriers
"C-K is building a reputation for helping our clients 'change the conversation' in their categories, and this is what we look forward to doing with at a time when there's a great need to help people manage their credit and their overall financial life," said the agency's president-CEO Peter Krivkovich.

A new campaign is expected to break next year.