22squared Named Agency of Record for Aaron's

Advertising firm becomes first official agency partner for brand; launches new campaign to promote the pride of ownership.

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Aaron’s is a category-leading company and we’re proud to partner with 22squared, an agency with a 90-year history that’s also on the leading edge of marketing today. - Andrea Freeman, Vice President of Marketing, Aaron’s.

Atlanta, GA (PRWEB) March 15, 2013

22squared today announced its agency of record relationship with Aaron’s, a national leader in lease ownership for residential furniture, consumer electronics, home appliances and accessories. 22squared is Aaron's first official AOR, and as such is also evolving the brand positioning and conducting foundational research for the brand.

“We’re thrilled to be named Aaron’s first agency of record as they look to build upon their significant foundation,” said Richard Ward, President and CEO, 22squared. “They are poised for growth and we’re eager to partner with them, help position the brand nationally and bring our holistic, integrated approach to the challenge.”

22squared’s initial efforts for Aaron’s included two broadcast commercials, "Light Switch" and "Doghouse.” These spots, which aired in the fall of 2012, highlight the name brand electronics and appliances available for lease ownership through the company and laid the groundwork for the brands’ evolution.

“Aaron’s is a category-leading company and we’re proud to partner with 22squared, an agency with a 90-year history that’s also on the leading edge of marketing today,” added Andrea Freeman, Vice President of Marketing, Aaron’s. “From their strategic thinking and vast experience with traditional channels to their industry leadership in social and mobile, we’re excited at the prospect of having them take our brand to the next level.”

The newest work for the brand, a broadcast spot called “The Smell of Ownership,” celebrates that with the help of Aaron's, everyone can experience the "smell of mine." In the spot, the delivery of a new set of furniture causes a woman to become engrossed in the pride (and smell) of ownership. The talent selected for this spot was a bit unique – both actors are improv comedians, chosen specifically for their ability to let humor unfold naturally. The spot will air nationally on cable and broadcast networks through May 12.

About 22squared
22squared creates exponential ideas for exponential results because who doesn’t want to add “squared” to their reach, advocacy or sales? We are the fifth largest independent agency in the country and we create big brand ideas for Baskin-Robbins, Buffalo Wild Wings, The Costa Rica Tourism Board, Florida’s Natural Growers, Publix Super Markets, Inc., Shoe Carnival, Southeast Toyota Distributors, and other iconic brands to spark conversation in the public at large and turn customers into advocates. How else could a 90-year-old shop reinvent itself and be awarded iMedia’s 2011 Best Agency for Social Media? Visit 22squared.com to learn more.

About Aaron’s, Inc.
Aaron's, Inc. (NYSE: AAN), a leader in the sales and lease ownership and specialty retailing of residential furniture, consumer electronics, home appliances and accessories, has more than 2,075 Company-operated and franchised stores in 48 states and Canada. Founded in 1955 by entrepreneur and Chairman Emeritus R. Charles Loudermilk, Sr. and headquartered in Atlanta, Aaron's has been publicly traded since 1982. For more information, visit http://www.aarons.com.


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