Interactive marketing briefs

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LendingTree, Charlotte, N.C., an online loan marketplace, is searching for an agency to handle its $45 million to $50 million account. The company is contacting 10 to 20 agencies, including incumbent Frankfurt Balkind Partners, New York, which LendingTree has worked with for a year.

Empire Financial Group, Longwood, Fla., to Benedict Advertising, Daytona Beach, as first agency of record to handle the online broker's Web site, www.lowfees.com, and its initial public offering coming this fall. Spending is $1 million, but is expected to grow to $5 million after the IPO.

Homestore.com, Thousand Oaks, Calif., owner of a group of real estate Web sites including Realtor.com, the official site of the National Association of Realtors, to TBWA/Chiat/Day, Playa del Rey, for its branding account.

Efollett.com, Oak Brook, Ill., today kicks off a $10 million national campaign including broadcast, magazines and on-campus media. The advertising for the online campus bookstore encourages college students to "Get out of line" and order textbooks and other collegiate wares from efollett.com. Tom Reilly Advertising, Evanston, handles.

Copyright August 1999, Crain Communications Inc.

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