Quicken Loans Puts Its $400 Million Media Account in Review

Plans to name agency of record early this year

The company spent just over $411 million on measured media domestically in 2016. Quicken Loans

Online mortgage lending giant Quicken Loans has launched a review of its media buying and planning account.

“After nearly two decades, Quicken Loans has decided to open the RFP process for a new media planning and buying agency,” a Quicken Loans representative said in a statement provided to Adweek. “Our in-house marketing agency and our partners have helped steadily raise the profile of our company and awareness around innovation, and now we are looking to take the next step as one of the nation’s premiere advertisers.”

Quicken Loans spent just over $411 million on measured media domestically in 2016 and nearly $300 million in the first six months of 2017, according to Kantar Media.

“We are excited to explore what many of the largest media conglomerates are able to offer and hope to have an agency of record named early this year,” the rep added.

The review follows the arrival of new chief marketing officer Casey Hurbis from Fiat last April.

It’s unclear who Quicken Loans’ previous media agency partners were. The brand worked with creative agency Pitch on “Mortgage Confidently,” a campaign promoting the brand’s Rocket Mortgage last year.

@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.