eVentures, the internet investment initiative jointly owned by News
Corporation and Japan’s Softbank, has appointed an agency team to handle
the launch of E-Loan, its online home mortgage site.
Rainey Kelly Campbell Roalfe/Y&R has scooped the creative account, and
its media partner, The Media Edge, has picked up media planning and
Financial Dynamics has been appointed to handle communications and NOP
Financial has been handed the market research brief.
E-Loan, which goes live in January, is the second UK brand to launch out
of the eVentures stable after the online retailer, Buy.com (Marketing,
The site will initially offer online home mortgages but will expand over
time to include credit cards and car loans and other products on the
Katie Walker, chief marketing officer at eVentures, said that the site
would have a heavy educational content and be very pro-consumer.
’There are no hidden fees and no cost to users,’ she said.
The UK launch programme will include heavy press and promotional
Television will not be used in the first instance, although it may be
added to schedules at a later date.
E-Loan was launched in the US in 1996 and floated on Nasdaq in June this
It is the US market leader by volume in its field, offering consumers
the widest choice of mortgage products available online, as well as car
finance and credit cards.