Wright-Patt Credit Union Finds Its Agency Partner: How a Disciplined Search Led to Cactus
RSW/AgencySearch recently had the opportunity to run the agency search for Wright-Patt Credit Union, one of the top credit unions in the country.
WPCU was looking for a new full-service agency partner that could move their business forward.
The official winner was announced recently via MediaPost: Wright-Patt Credit Union Banks On Cactus As AOR
Really excited for the Cactus team on this one.
How the Agency Search Worked: From 100+ Agencies to One Right Fit
- Started with 100+ agency sites, all with credit union experience
- Identified the best 30 of the bunch
- Narrowed to 15 through pre-qualifying questions
- Interviewed the 15, cut the list to 7
Any of those 7 could have made for a strong partner, which is how an effective search should work.
All 7 received an RFP.
From there, it came down to 3 finalists, each of whom got a one-on-one Q&A and chemistry call directly with the Wright-Patt team.
The 3 were then given a Challenge Document laying out the expectations for the final pitch, traveled to Dayton to make their case, and when it was over, Cactus had won the day.
What Cactus Will Be Doing for Wright-Patt Credit Union
They’ll be handling brand strategy and positioning, campaigns across TV, video, radio, OOH, social, display, and search, plus media planning and buying.
The fit feels right on both sides of the table.
What the Client and Agency Had to Say
Joe Conrad, CEO of Cactus, put it well:
Wright-Patt Credit Union has built a stellar reputation with its members as a reliable, trusted financial partner since 1932.
Our job is simple: We just need to let people in Ohio know that not only can they bank at Wright-Patt Credit Union, but it is the clear choice if they want a banking partner that puts their needs first.
Tracy Szarzi-Fors, SVP of Marketing at WPCU, added:
We selected Cactus at an important milestone in our nearly 100-year history because they share our values and brought a clear point of view on how to move our brand forward,” added Tracy Szarzi-Fors, senior vice president, marketing at Wright-Patt Credit Union.
“Our identity is rooted in the people-helping-people philosophy, and we wanted to express that in a more bold, confident way.
Why This Search Worked
A well-defined search scope, a cooperative client, and agencies that took the process seriously.
That combination doesn’t always come together, but when it does, you get a result like this.
RSW/AgencySearch has been connecting marketers with the right agencies for 15 years, and searches like this one are exactly why we do it.
Mark is Founder & CEO of RSW/US and LAUNCH, two outsourced new business programs run by the RSW team. Mark has been operating in the marketing and advertising space since his first intern job at Needham Harper Steers (now DDB Needham) in 1985. Mark spent close to 10 years working in marketing for SC Johnson and KAO brands. And after a 7-year stint working for a global new product concept testing firm where he managed the company’s largest client, Colgate Palmolive, Mark started RSW/US in 2005 and LAUNCH in 2024.
