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Financial Credentials Book


is wholly focused on communications, advertising, marketing, and branding. Altering perceptions is our primary love.



OUR STORY OUR “elevator speech”

OUR philosophy

Building sustainable, profitable brands is about establishing an emotional bond between consumers and the company that serves them. We make our clients’ products and services more valuable by creating this bond and building our clients’ brand value.

We have a different philosophy about how great brands are created and communicated. We call it Building Brand Value®. We are so committed to it, in fact, that we’ve even written a book about it. It’s called, believe it or not, Building Brand Value. In it, we explain the seven points that create a brand.

OUR history TURKEL Brands is a full-service, multicultural brand management firm located in Miami, Florida. We opened our doors for business in June of 1983, and have been in business for more than 30 years. We offer creative, account management, brand strategy, research, production, digital, media planning and placement (both offline and online), public relations and below-the-line marketing services. The agency is wholly owned by two partners, Bruce Turkel, CEO/Executive Creative Director and Roberto S. Schaps, President.

WE are known for... Quite simply, we are known for three things: unbridled creativity, measurable results and our unique Building Brand Value® protocol.


Similar to the classically trained ballerina who lives by the motto “Technique Sets You Free,” our seven points provide structure for our work. With them we can create more effective communications and deliver better results for you. Our seven points also sometimes challenge us to step outside of our safety zones but ultimately deliver the results you’re hiring us for.


WHAT ARE WE GOOD AT? The Brand Value Agency Leader model. At TURKEL Brands, serving as the lead agency and brand steward, we oversee our clients’ brands from a 360-degree perspective. We coordinate all marketing disciplines, including advertising, digital, media planning and buying, public relations, etc. to provide integrated seamless solutions. Our Brand Value Agency Leader model is somewhat unique in the world of independentlyowned agencies, but it comes naturally to us. TURKEL Brands has always scored high in the “plays well with others” category. We have a proven track record of managing and coordinating agencies around the world, whether these are brought along by us or invited by our client. TURKEL Brands is one of the very few remaining independently-owned agencies. This independence has allowed us the freedom to collaborate with best-of-breed agencies that specialize in areas that align with our clients’ marketing strategies. We work with each of our partners to provide a seamlessly integrated work plan for all of our clients. Think of TURKEL Brands as a general contractor that builds brand value. Our model addresses the expense, inefficiency and complexity you face when you have to interact with every service provider on their terms and then try to bring them all together. Plus, you’ll find confidence knowing we’re in charge of ensuring each marketing discipline helps you achieve your ultimate goals.


Let’s talk strategy. At TURKEL Brands, strategy isn’t just something we talk about in new business presentations and forget about after we win your account. Instead, it’s the foundation of everything we do. Take a trip up to our Creative Director’s office and read the photocopied ad taped to his wall. It’s a picture of a group of Roman galley slaves rowing under the headline, “Doing ads without a strategic focus is like captaining a ship without a map. Sooner or later, the people rowing are gonna get pissed.” Without a sound strategy not only can we lose our way, but no one enjoys the trip. Although there are people in our office with the word “strategy” in their titles, it is truly the responsibility of each and every one of us to make sure that we fully understand our clients’ products and their audiences. As Sun Tzu wrote 2,300 years ago in The Art of War: “Tactics without strategy is the sound of failure. Strategy without tactics is the slowest path to success.” What does all this mean in real life? If we’re asked to work on a project without a strategy, we’ll help create the strategy first. If we’re asked to work with a strategy that doesn’t make sense, we’ll try to find the meaning. And if we see a solution that is off-strategy, we’ll speak up. After all, we stand for sound strategies. And if we don’t stand for something, we’ll fall for anything.

What is creativity, anyway? Ask the most creative person you know to describe creativity and they’ll just stare at you. “Creativity? It’s, like, you know…” Not such a creative answer, is it? Ask a person who tells you that they don’t have a creative bone in their body to prove it and they’ll tell you that they “can’t even draw a straight line.” Funny enough, it doesn’t take any creativity to draw a straight line. All it takes is a ruler, a pen and a steady hand. To many people, creativity is a lot like good taste: “I don’t know what it is but I’ll know it when I see it.” When Picasso combined a bicycle seat with a set of handlebars and created a bull’s head, that was creative.

Creativity is our stock in trade. It’s what our clients come to us for. It’s the lifeblood of our business. What it’s not is the sole province of our creative department. And even though our art directors and copywriters are lucky enough to have the word creative in their titles, creativity is the responsibility of each of us. If that sounds like what we said about strategy just a page or two ago, maybe there’s a pattern forming here. Now that’s creative, isn’t it?

The Creative Development Flow. Our Building Brand Value protocol provides a roadmap for our Creative Team to be certain their ideas deliver the greatest results for our clients.

When Sister Rosetta Tharpe recorded shouting and stomping music, when Big Joe Turner recorded “Roll ‘em Pete” and when Elvis Presley covered Big Boy Crudup’s “That’s All Right Mama,” creating rock & roll from blues, gospel and hillbilly mountain music, that was creative. And when we stopped marketing Miami as a tourist destination and marketed it instead as a fashion brand, that was creative (and successful, too). Creativity, quite simply, is combining old things in new ways. It’s giving people a new way of looking at things, a new way of understanding. The designer Robert Cumberford says: “(Creative people)…see things before others do. That’s our job — that’s what we’re paid to do.”


You don’t need us to tell you that you’re in a competitive and complex industry. To a potential consumer, choosing a financial institution can be intimidating. Our Building Brand Value protocol gives us a unique perspective on what will make your brand communications effective. We’ll help you stand out as an innovative and trustworthy financial partner.

1. All About Them.

5. Make It Yours.

Most people will listen to you when what you say entertains and enlightens them. And when your message is crafted for a well-defined audience, you’ll persuade them. After all, being a trusted institution isn’t about you.

The easiest way to communicate is to mimic your competitors. However, you run the risk of people thinking you’re the same as your competitors, or that you ARE your competitors. Make It Yours with a message that looks, sounds and feels like you alone.

2. Hearts Then Minds.

6. All Five Senses.

Though rational thinking is key to managing one’s finances, people are still primarily driven by emotion. They make a decision based on emotions and justify their decision with facts. Touch Hearts, Then Minds will be open to your message.

It’s not enough to just blurt out information. The most effective communication inspires all the senses. How will people feel when they’re experiencing your brand? What will they see and hear? Is there a scent or a taste? All Five Senses make an impact.

3. Make It Simple.

7. Repeat. Repeat. Repeat.

Thoreau may have written “Simplify, simplify” but we’d advise you to “Simplify.” Make It Simple. Less is more.

Say it and then say it again. Because nobody has enough time in the day to give you full attention. Repeat, Repeat, Repeat your authentic Brand Values often, and in new and inspiring ways to make sure it sinks in.

4. Make It Quick. The world’s getting faster. When it comes to their finances, people pay attention. Make It Quick.


Production Production is where our team members are that oxymoronic combination of artist and engineer. In agencies, nothing happens until somebody produces something. Ideas, after all, are worthless and priceless at the same time. If a great idea never sees the light of day, what value does it actually have? On the other hand, if that same idea is carefully developed, meticulously crafted, and powerfully distributed, it could change the world. Or at least help you keep the cash register ringing. The production studio is truly the engine of the advertising business.

Digital The modern advertising industry has been around since the 1880s. And aside from a few technological advances (since radio and television, for example), advertising hasn’t changed much. Until the advent of digital technology and the website. We created our first Web site in 1994. Today, we combine research and measurement tools, with social and PR strategists, digital creative development and media teams to provide a full suite of digital and social media services. But in a business that used to ask “What have you done for me lately?” the new battle cry is “What have you done for me next?!” Truth is we don’t always know exactly where we’re going. No one does. But we do know we can’t stop moving forward. And we are ready to capitalize on interactive technologies and opportunities as they present themselves.

We bring value to the relationship by taking a holistic approach to learning and understanding your business. By immersing ourselves in all aspects of your brand, we bring you intelligent business solutions – not just advertising solutions – that add value and increase ROI. In many ways we’re an extension of your marketing department and as such it makes more sense that we call ourselves marketing directors rather than account managers. This innovative perspective on account management allows for a more synergistic relationship where we work in parallel with your marketing team. As we are your lead agency and brand steward, we treat you as a partner. A marketing director with a diverse set of skills will partner with you to oversee your brand from a 360-degree perspective. He or she will bring in teams of thought leaders from other departments and disciplines to meet your goals. Throughout the process, a marketing coordinator will ensure jobs are delivered on time and on budget.

Media Media used to be a left-brained discipline responsible for planning, negotiating, placing and following up on agency purchases of television, radio, billboards, magazines and newspapers. Now, all of a sudden, media is creative too. The Internet and the world at large offer a nearly infinite variety of ways to communicate. Not only is media responsible for placing these ads, they’re also charged with the task of figuring out where to put them, working right alongside art directors and copywriters to create new ways to reach our clients’ customers.

Marketing When we present our company to a potential new client, we pull out all the stops. Yet when we’re all done, the first question they invariably ask is “Who’s going to service my account?” It’s a simple truth of business — people hire people they want to work with, and great chemistry is a harbinger of even better things to come. But after the honeymoon phase is over we still need to maintain strong relationships.


Operations You’ve heard the old saying that money makes the world go ‘round. In our case, compelling the world to go ‘round makes money. Thanks to our operations department we not only make money, but we can track it and keep some of it, too. The operations department is where we prove that the inmates are not in charge of the asylum. We’ve staffed this department with some of the most capable accounting minds around. How else could we track all our expenses? And speaking of tracking, how else could we track all of our creative resources? Most important, how else could we run our business like a business and make a living being creative? Thanks to operations, our vendors feel as well served as our clients and our banker is happy to do business with us. Best of all, the rest of us are free to concentrate on our clients, rather than worry about the facts and figures of running our business.


OUR CORE SERVICES: Advertising Branding Consulting Convention Marketing Digital Direct Marketing Event Management Immigrant Marketing Incentive Programs International Marketing Market Research Media Mobile Marketing POP/POS Promotions Public Relations Research Social Media



BT Bruce Turkel CEO/Executive Creative Director What drew Bruce Turkel, one of advertising’s most original and multi-faceted minds, to the industry in the first place? Simple: “I don’t play harmonica all that well.” Born and raised on Miami Beach (which was like being in Flipper), Bruce studied design at the University of Florida (which was like being in Animal House) and began his advertising career in New York (which was like being in Brazil, the movie, not the country). But preferring a tan to an ulcer, he returned to South Florida, where he served time at several agencies before starting the award-winning design and advertising firm TURKEL Brands. Built on the belief that advertising should be well-designed, simple to comprehend and fun, the company continues to break new ground with innovative work honored by Communication Arts, the Art Directors’ Club of New York, Clio and the One Show as well as other accolades too numerous to list here. Under Bruce’s guidance, TURKEL Brands has created wildly effective campaigns for its clients, including the Greater Miami Convention & Visitor Bureau, Discovery Channel, the Government of Puerto Rico, HBO Latin America, Peabody Hotels, Kissimmee Convention & Visitors Bureau, Canyon Ranch Living and Sol Meliá Hotels & Resorts. When he’s not creating advertising or design, he’s sharing his wisdom in places like CNN, MIT, NAMM, MPI, UM, NSA and the three books he’s authored. Yet somehow Bruce always finds time for more – besides writing and illustrating books and articles on branding, practicing his harmonica in traffic, being a dad, a husband and a mentor, Bruce is a professional speaker and branding expert. He tours extensively spellbinding audiences with his simple, yet powerful brand building techniques.


RS Roberto S. Schaps President On the face of it, advertising and coffee beans would seem to have little in common. But the similarities are there nonetheless. After all, both can be quite stimulating. And both have certainly kept the people at TURKEL Brands up for many a night. One more thing they share: Roberto S. Schaps. Born in El Salvador, Roberto grew up in Guatemala before attending Texas A&M University, where he received a BS in Civil Engineering. After going on to earn an MBA at the University of Miami, Roberto managed the Miami-based roasting, distribution and processing plant for his family’s Guatemalan adver… uh, coffee plantation. By overseeing the operational and administrative ends of a business where deadlines must be met without compromising quality (gee, just like advertising), Roberto refined his formidable management skills. And picked up such unbelievably pithy Latin sayings as “I’m going slow because I’m in a hurry.” Which brings us – and Roberto – to TURKEL Brands. Attracted by the creativity, energy and just plain craziness inherent in advertising, he became a partner with Bruce Turkel in 1989. Once he took the plunge, he hasn’t come up for air. His willingness to work long hours is the stuff of agency legend, as is his way with computers. (He’s kind of like Bill Gates, only not as nerdy. Or as rich…yet.) Coworkers describe Roberto as a perfect blend of warmth and smoothness. Kind of like his family’s coffee.


CLIENTS The list represents both current and former clients:

BankUnited - brand development, strategic planning, direct marketing, creation of advertising campaign and support materials, media planning/buying FirstBank Florida - strategic planning, brand development, advertising campaign and support materials, media planning/ buying, interactive/new media Mercantil Commercebank - strategic planning, brand development, advertising campaign and support materials, media planning/buying JGB Bank - strategic planning, brand development, advertising campaign and support materials, media planning/buying, interactive/new media, direct marketing, in-branch signage - strategic planning, brand development, advertising campaign and support materials, media planning/ buying, interactive/new media, direct marketing Ocean Bank - strategic planning, brand development, advertising campaign and support materials, media planning/ buying, interactive/new media Republic Federal Bank - strategic planning, brand development, advertising campaign and support materials, media planning/buying, interactive/new media, direct marketing, in-branch signage



OUR STRATEGIC PLANNING PROCESS We are in the business of creating desire. For more than 30 years we have been creating startlingly original and effective marketing solutions for our clients, including quite a few in the financial and banking industries. Following is a brief synopsis of the process we would use to build and manage your brand image.

Phase I: Data Mining

Phase II: Sculpting Your Purpose

All About Them – Most brand building processes start in the wrong place. They typically start with the category, the brand itself, or with a marketing toolkit. For us, success has proven to increase when firmly grounded in a strong understanding of the motivations and tensions driving people’s behavior. This is critical if we hope to connect with people in a meaningful way.

This is where we begin reducing Phase I’s foundation down to its core, motivating elements. Chiseling until we’ve identified the very soul of a brand by filtering against four criteria: Hearts Then Minds – People make decisions based on emotion and justify their decisions with facts. To get someone to pay attention, you must get them emotionally involved. Make It Simple – To make an impression and an impact, your message must be succinct and easily digestible. Make It Quick – It must also be said quickly. If you take your time, no one will wait around for you to explain. Make It Yours – It must be honest, ownable and intuitively ring true in the hearts and minds of people.

And, good data is the best way to cultivate an enlightened understanding.

Steps: • Kick-off meeting/strategic planning workshop • Secondary research deep dive – Includes thorough competitive audit to better understand the category, the brand and how people currently perceive and interact with all the players • Primary consumer research - Qualitative studies – e.g., 360 Immersion [ethnography approach] - Quantitative studies – To further understand/validate how people currently perceive/feel about your brand - Segmentation studies [as appropriate] • Data analysis

Deliverables: • Comprehensive category, competitive and consumer analysis • Identification of target[s], opportunity segment[s] and key tensions, insights, trends to build from


Steps: • Crafting an undeniable, unmistakable brand purpose • Defining how that purpose impacts product line restructuring • Molding that purpose into a marketing strategy that will drive both internal and external efforts • Developing a big, media-neutral creative idea, and tailoring for specific segments as appropriate • Qualitative/quantitative research validation [as appropriate]

Deliverables: • Brand purpose statement • Product line restructuring • Marketing strategy foundation • Brand mark, sell line and corporate ID standard • Big, media-neutral idea to guide all communications

Phase III: Creating the Human Connection This is where your brand purpose comes to life inmarket, tapping into: All Five Senses – Memorable conversations involve all human senses. To communicate effectively you must engage as many of your audiences’ senses as possible. Repeat, Repeat, Repeat – Your message must be repeated often enough that your audience will remember and internalize the content.

Steps/Deliverables: • Communications strategy development – driving internal and external efforts • Creative execution – online and offline ideation, refinement and production • Proofing and reviewing • Trafficking • Campaign performance evaluation and refinement



The Situation Eagle National Bank was established in 1957, and is the second oldest banking institution in South Florida. The bank’s owner, Jaime Gilinski Bacal is a well-known and respected professional in the financial industry. When the bank decided to change its name to JGB Bank – Mr. Gilinski Bacal’s initials – they approached TURKEL Brands to develop their new brand identity and advertising campaign.

Our Solution Our tagline ‘Grow with Us’ reflects the bank’s longstanding commitment to a prudent business approach that has helped their customers expand their businesses. The new logo, a flourishing tree, represents the financial strength and stability of the institution. The advertising focused on JGB Bank’s key differentiators, a multi-generation family-owned bank that has been in business for over 50 years.

The Results Clever headlines and a distinctive green background ensured that our full-page ads virtually owned the main news section of local newspapers. Our campaign is a reflection of Mr. Gilinski’s single-minded dedication and commitment to the success of the JGB Bank. So far, the advertising has lived up to Mr. Gilinski’s expectations. As the bank continues to expand, so does their customer base, which makes the Gilinski family, and TURKEL Brands, very happy.


Bankers used to be prudent, conservative and very, very risk averse. Oh, wait. We still are. Eagle National Bank is now JGB Bank. Since 1957, our family-run bank has been committed to conservative strategies and the South Florida community. In these uncertain times, our strong values are more important than ever. Our personal banking, business banking, and home mortgage services offer you innovative and trustworthy solutions. You can count on JGB Bank to fulfill your financial needs, because you’re a part of our family. | 305.418.6000 •

Aventura 2999 NE 191st St., Ste. 102 Aventura, FL 33180 305.931.6883

JGB0046_MiamiToday_Bnkers_1A.indd 1

Biscayne 1920 Biscayne Blvd. Miami, FL 33132 305.576.1957

Medley 10209 NW 116th Way Medley, FL 33178 305.888.8545

Doral 8200 NW 33rd St., Ste. 102 Miami, FL 33122 305.470.4545

Corporate 8200 NW 33rd St., Ste. 400 Miami, FL 33122 305.418.6000

3/17/09 10:52:16 AM


Republic Federal PRINT 0070_CoralGables_FP_4C_1A.qxd


2:50 PM

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Introducing banking on your terms, on your schedule, on your balcony. Welcome to Republic Federal and a level of service so completely unprecedented, it’s part of every conversation, every procedure, and every transaction. Imagine service so complete, you never even have to visit a branch. Your personal Republic Federal banker can come to your home or business – wherever it is. Imagine all of your finances in one convenient package. Imagine never ever paying an ATM fee again – on any ATM. Imagine simplicity, convenience and service, optimized. Imagine it no more. It now exists – at Republic Federal.

Republic Federal Bank N.A.

• Safe Deposit Box • Night Deposit Box • Internet Safeguard Token

• Residential Mortgages • Trade Financing • Easy Bill Pay • Online Banking

• Personal Banking • Business Banking • Commercial Lending


• Free Checking • Investments • Great Rates • No ATM fees

Brickell • 1001 Brickell Bay Dr. • 305.539.3400 • Aventura • 19125 Biscayne Blvd. • 305.341.8585 • Coral Way • 2159 Coral Way • 305.341.8558 Doral • 8484 NW 36th St. • 305.341.5367 • Downtown • 176 NE 1st St. • 305.341.8578


Equal Housing Lender, Member FDIC, Selected locations


The Situation With their acquisition of Pine Bank, Hemisphere National Bank needed to create a new brand identity. As part of that new brand, we introduced the new name, Republic Federal. Market research pointed to the bank’s high level of service as its strongest differentiator. Republic Federal’s total service commitment includes perks like bank representatives who come to customers’ offices, homes, or other convenient locations to address their client’s banking needs. In addition, the bank’s representatives speak over seven languages, adding to their ability to communicate more effectively with South Florida’s diverse population.

Our Solution We wanted every aspect of the brand to clearly communicate that Republic Federal provides their clients with the most satisfying personal service experience, the best banking solutions and the “red carpet” treatment. To communicate Republic Federal’s total service commitment, we developed a brand platform built around a “red carpet” theme. The corporate identity, photo imagery and copy all use the idea of a red carpet to exemplify the VIP treatment the bank’s customers will receive. Our tagline, “Founded on Service,” further reinforces the bank’s superior service. When you walk the Republic Federal “Red Carpet,” the planet’s 1.5 million ATMs are fee-free. It’s another perk of our Free Red Carpet Checking, and one more demonstration of our bank’s exemplary service.

3400 Aventura: 19125 Biscayne Blvd. • 305.341.8585 Coral Way: 2159 Coral Way • 305.341.8558 76 NE 1st St. • 305.341.8578 • • 305.341.5300


BankUnited TV

The Situation BankUnited historically used CD rates to focus on the blue-hair generation (that’s AARP, not punk). We helped them target a younger demographic with aggressive new products - without alienating their current customers. With ‘service’ as their compelling point of difference, we gave BankUnited a relaxed personality. It’s responsible, but it makes lighthearted fun of itself and banking in general. No other bank in South Florida has the human and approachable personality of BankUnited.

Our Solution Their first TV commercial, an Addy Best of Show winner, reminds consumers how conditioned they’ve become to unacceptable service. It features a customer entering an unoccupied waiting line. Three tellers are ready to serve the customer, but instead he stands there fidgeting nervously, like banking experience has taught us all to do. A novice teller, concerned with his behavior, is put at ease when a co-worker informs her that this “unnecessary waiting phenomenon” is common with new customers. It all works together to reinforce BankUnited’s new personality and tagline “Your money would be happier here.”

The Results BankUnited has become the fastest growing and largest independent bank in Florida.


1. Campy music under and throughout, bank ambience, footsteps

4. “…old habits are hard to break.”

2. “Thanks to BankUnited’s exceptional service, one of the first things to greet you is – no line.”

5. “New customer.”

3. “But we understand…” Shoe squeaks

6. “BankUnited. Your money would be happier here.”


BankUnited PRINT


The Situation BankUnited’s new marketing strategy was to expand its customer mix and try to reach a much younger audience, by offering a more varied portfolio of products and services. One example is a promotion agreement signed with the Miami Heat basketball franchise, giving BankUnited access to season ticket holders and Heat fans in general through a series of media vehicles, including English and Spanish television and radio, print, and targeted direct mail. Appropriate affinity products were developed, but the real challenge was to develop a creative platform that could give the bank a suitable irreverent new personality without alienating its older, more conservative legacy audience.

Our Solution Give your audience some credit (for intelligence, not necessarily a new swimming pool). No one doesn’t like service. So by making ‘service’ the unifying promise that ties all advertising together, we could help BankUnited reach any target – regardless of their age – and present virtually any product the bank might come up with. We captured the soul of this promise in a tagline “Your money would be happier here,” and our buff new personality was off and running.



The Situation Our client,, asked us to name and position their Internet-based product designed to provide mortgage brokers with direct access to Fannie Mae Desktop Underwriter®. Our challenge was to promote the advantages of receiving direct underwriting decisions without stepping on lenders’ toes. This challenge was more important than it might seem at face value because the number of member-lenders would greatly influence the number of brokers we could sign up. To further complicate matters, the client estimated that 50% of all mortgage brokers are not currently wired for the Web, and would need to use a fax machine.

Our Solution is the premier place where mortgage professionals meet, transact business and exchange information on the Internet. It is a portal that connects brokers and lenders to new markets. Through brokers can receive Fannie Mae Desktop Underwriter® findings, allowing them to send completed loan packages to lenders. This accelerates the whole loan approval process, which opens the door to closing more loans. Thus, our name – – was born. Like most perfect solutions, it is elegant and precise. It conveys in a flash what our product is all about, especially since the name would be appearing in confined arenas targeted to brokers, such as advertising in vertical publications and on specialized Web sites.

The Results clicked instantly in the mind of our client, and in the minds of their customers, namely, brokers and lenders.


The Situation As a pioneer in the online mortgage lending industry, was dedicated to providing a simpler, less adversarial, more cost-effective solution for consumers looking for a loan. Research showed us that most borrowers were ripe for a change, and that many were open to the Internet as the instrument of that change. All we had to do was cut through the clutter and tell these early adopter types that the time for a more satisfying mortgage experience was at hand.

Our Solution We targeted savvy consumers in key markets, using inside front cover gatefolds in high visibility “city books” to grab reader attention with certainty. Now these are consumers who happen to play a lot of golf, so presenting a visual of how HARD a hundred yard putt looks is a great way to set up a page turn that reveals as the EASY solution to not only this little golf problem – but the bigger problem of demystifying and reinvigorating the archaic mortgage lending process. The clear and simple approach fit this audience to a, well, you know.

The Results The early indications of our HARD/EASY campaign’s success were the significant spikes in’s daily site traffic, directly correlating to single day Web advertising placements. But the hero of the campaign was the cumulative effect of a single message across all media, stimulating brand awareness as quantified by a 230% increase in site traffic in the first quarter the campaign ran. At the same time, realized a 36% increase in loan production.


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The Situation


As a pioneer in the online mortgage lending industry, was dedicated to providing simpler, less adversarial, more cost-effective solutions for consumers looking for a home loan. Research showed many were open to the internet as a means of searching for a loan and demystifying the whole mortgage experience. All we had to do was cut through the clutter and tell these early adopter types that there was a more satisfying mortgage experience to be had online. And, we had to make their top of mind choice.

Our Solution Take a bit of Charles Grodin, interject a healthy dose of Stephen Wright and a slightly esoteric spelling challenge, and voila…we have you chuckling about just how HARD doing something “simple” can be. Which sets us up to tell you how is ready to provide an EASY solution to a process you’ve always pictured as torture: finding and getting a mortgage.

The Results The HARD/EASY campaign was so successful in changing consumer perceptions, traffic to the Web site increased over 230% during the flight. At the same time that higher interest rates were subjecting the mortgage industry to a 21% decline in loan originations, our campaign was helping realized a 36% increase in loan production.



OUR KEIRETSU keiretsu (çłťĺˆ—, lit. system, series, grouping of enterprises, order of succession) is a set of companies with interlocking business relationships and shareholdings. It is a type of informal business group.


PLAYS WELL WITH OTHERS The “Brands” behind TURKEL Brands are a team of carefully-curated, multi-disciplined companies and best-of-breed marketing specialists that can be specifically tailored to meet your needs. Our portfolio of agencies includes some of the most respected communications professionals in the industry, who stand out for their ingenuity, creativity, and proven results. Serving as the lead agency and brand steward, we oversee our clients’ brands from a 360-degree perspective. Based on our clients’ needs, we create a customized team of experts in the disciplines required. We coordinate all marketing initiatives, including advertising, digital, media planning and buying, public relations, etc. to provide integrated seamless solutions. We call this structure the Brand Value Agency Leader model. It is unique in the world of independently-owned agencies, but it comes naturally to us. Our model addresses the expense, inefficiency, and complexity you face when you have to interact with every service provider on their terms and then try to bring them all together. Plus, you’ll have confidence in knowing we’re in charge of ensuring each marketing discipline helps you achieve your ultimate goals.




















(our international experience) In 1996, TURKEL Brands President Roberto S. Schaps built a 10-office agency network in Latin America to serve the company’s top tier international brands, including HBO, Black & Decker, Discovery Networks, and Sony. Building on our success in the Latin American market, we have grown into a truly global strategic communications network called TURKEL Brands International. TURKEL Brands International’s team of independently-owned agencies operates in 43 countries throughout North, Central & South America, the Caribbean, Europe, Asia and Australia. For more than 30 years, we have been providing a full suite of marketing services, including advertising, public relations, direct marketing, digital and promotions & events.


• Argentina • Brazil • Canada • Chile • Colombia • Costa Rica • Dominican Republic • Ecuador • El Salvador • Guatemala • Grand Cayman • Honduras • Mexico • Nicaragua • Panama • Paraguay • Peru • Puerto Rico • Uruguay • USA • Venezuela

■ Belgium ■ Czech Republic ■ Denmark ■ Finland ■ France ■ Germany ■ Greece ■ Hungary ■ Italy ■ Poland ■ Portugal ■ Slovak Republic ■ Spain ■ Sweden ■ Switzerland ■ The Netherlands ■ Turkey ■ United Kingdom

■ Australia ■ China ■ India ■ Singapore


While TURKEL Brands International’s agencies are fully independent, they are also interdependent. Every agency in our network stands shoulder to shoulder, sharing and collaborating to support our clients. This innovative method allows us to become more inspirational in thought, leading to a myriad of shared local and global insights.


To work effectively with a product, you must first honor its origins. No matter where your brand is headquartered, we will pair it with our agency in that country to leverage its cultural heritage. All About Them









EMBRACE YOUR CUSTOMER. A local agency will always have a superior grasp of the nuances of its natives. All Five Senses TURKEL Brands International has Brand Culturalists in each market to ensure that the messaging a homegrown consumer receives will be entirely personalized and always relevant. Each message we articulate is deliberately designed to resonate with your audience’s unique culture. Hearts Then Minds


WE GRASP: If you don’t know your client, their brand, the history, and all the ins and outs, you can’t succeed. We dig in deep so we know everything you know. Additionally, we take a long, hard look at your consumer and figure out exactly what makes them, them. Make It Yours WE ADJUST: We are nimble and able to adapt to each client’s individual needs. Make It Quick Our client relationships are managed and headquartered from that client’s country of origin. When a client decides to extend their reach into other markets, we give them access to our agency in that country. We maintain consistency across countries by using our Miami office as its Brand Steward. Repeat, Repeat, Repeat WE RELATE: Our Brand Culturalists are located in all the countries your consumers are from. From strategy development to campaign rollout, these are the folks who know. When required, the Brand Culturalists work closely with the Miami office to maintain brand stewardship and message consistency. Make It Simple






















you’ve made it this far, you’ve probably figured out we have a different way of doing things. You know what we do, why we do it and who gets it done.

What you might not know yet is what our ultimate goal is. It’s simple: We are going to be the best advertising, marketing, branding and public relations agency in the world. We’d like you to help us accomplish that.

Together we can do it. Thank you.




2871 Oak Avenue • Miami, FL 33133 • USA T: +1 305.476.3536 • •

TURKEL Brands Financial Credentials  

TURKEL Brands has been in the financial game for almost 30 years now. In fact we've partnered with financial institutions, banks and credit...

TURKEL Brands Financial Credentials  

TURKEL Brands has been in the financial game for almost 30 years now. In fact we've partnered with financial institutions, banks and credit...