Berkadia Commercial Mortgage Taps Brownstein Group as Agency of Record
--Brownstein Group tasked with developing and launching the brand for the nation’s best-capitalized private commercial mortgage finance company--
PHILADELPHIA, July 13, 2011 – Berkadia Commercial Mortgage has hired Brownstein Group to define a new brand for the company and develop a national marketing strategy and creative campaign to establish its image in the marketplace. The effort includes a new Web site, internal launch plans, collateral, traditional advertising and interactive advertising. Brownstein is also collaborating with Harmelin Media to provide media planning and buying services. The approximately 1,000-employee commercial mortgage company is looking to establish a strong brand with employees, customers and the marketplace.
“We turned to Brownstein Group to help us define a new brand that will change perceptions of Berkadia in the commercial mortgage industry and be a rallying cry for employees as well,” stated Hugh Frater, chief executive officer of Berkadia.
Brownstein Group has already refreshed the Berkadia website (www.berkadia.com) to more effectively communicate the company’s offerings to its customers.
“Our goal is to help Berkadia develop consistent messaging that resonates with its audiences and effectively conveys its value as a leader in the multifamily and commercial real estate sectors,” stated Dan Shepelavy, executive creative director at Brownstein Group. “The experience is already there, and name recognition has been growing; our job is to bring the Berkadia story alive in a way that resonates with employees and customers.”
The brand will be rolled out to internal audiences this summer before a national marketing and advertising initiative begins in early fall.
Berkadia Commercial Mortgage LLC is one of the most prominent lenders in the commercial real estate industry and a highly rated special, master and primary servicer managing a portfolio of approximately $207 billion as of March 31, 2011. As a correspondent for insurance companies and other institutional lenders and a leading approved lender for Fannie Mae, Freddie Mac and HUD/FHA, Berkadia offers clients access to capital for the acquisition, construction, rehabilitation or refinance of commercial real estate properties. The company also offers investment sales services nationwide. To learn more about Berkadia, please visit www.berkadia.com.
About Brownstein Group
Brownstein Group is a brand communication firm with offices in Center City Philadelphia and Bellevue, Wash. Founded in 1964 as Brownstein Advertising, Brownstein Group has since evolved into a network of integrated communication specialties encompassing brand strategy, advertising and design, public relations, and interactive and direct marketing disciplines. Brownstein Group provides services to local, national and international clients such as Microsoft, IKEA, Majestic Athletic, Sun National Bank, SUPERPRETZEL, ESPN, Comcast, the Philadelphia International Auto Show, Bancroft, Campus Apartments, and The Graham Company. For additional information, visit www.brownsteingroup.com.