Don't give up on your lousy credit score, says Experian

The Martin Agency tries a reassuring new direction for credit-reporting bureau

A new television campaign for the credit-reporting bureau Experian from The Martin Agency recasts credit as a skill, not a score. Tasks like driving or swimming require practice to improve, and so does good credit. It’s a rebranding of a standard financial metric that hasn’t been tried before in the credit market. The 60-second online anthem (recut in 30- and 15-second versions for broadcast) is a departure from the company’s previous ads, which were alternatively funny when focused on the benefits of good credit, or frank about rebuilding credit after an early setback. The TV spots debuted earlier this week.


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