Advertising Executive Jonathan Mildenhall from Rocket Companies Explains the Reason for Selecting Mirimar as Their Main Creative Agency
Rewritten Article:
Rocket Companies, driven under the leadership of CMO Jonathan Mildenhall, has selected Mirimar as its go-to creative agency for an elaborate marketing campaign meant to boost Rocket's brand presence as one of America's most culturally influential over the next five years. Mildenhall shared with ADWEEK, "I'm not mincing words - I've got a big ambition, and that's to make Rocket a symbol of cultural significance in the States."
Mirimar's role includes shaping Rocket's long-term creative concept that will align all Rocket brands. They've been collaborating with Rocket on this strategic project for a few months already.
In their quest to create a culturally significant brand, Mirimar is working on the "Own the Dream" platform for Rocket Companies. This initiative is striving to reinvent homeownership narratives by portraying homeownership as a powerful cultural unifier.
Their strategy encompasses
– Revamped cultural icons: Their Super Bowl LIX collab with John Denver's "Country Roads" showcased the anthem live in the stadium, encapsulating the essence of community and common aspirations.
– Authentic storytelling: By teaming up with artists like Fey Fili, whose roots and raw vocal power emphasize the emotional truth behind the message, this platform bridges Rocket's services and personal notions of home.
– Extensive multimedia expansion: The Super Bowl spot's singalong theme is being carried over into additional content formats, extending the campaign beyond its initial phase, underscoring homeownership as a lifelong milestone.
Mirimar's approach aims to humanize fintech by connecting Rocket's mortgage services to universal, emotionally resonant themes such as stability and belonging. This strategy aligns with Mildenhall's vision to reignite faith in the American Dream through narratives that strike a balance between practicality and emotional relevance.
- Rocket Companies, under the leadership of CMO Jonathan Mildenhall, has chosen Mirimar as their primary creative agency, aiming to position Rocket as a symbol of significant cultural influence over the next five years.
- Mirimar is responsible for defining the long-term creative concept that unites all Rocket brand entities, a project they have been working on in collaboration with Rocket for several months.
- As part of their strategy, Mirimar is developing the "Own the Dream" platform for Rocket Companies, an initiative aiming to redefine homeownership narratives by portraying it as a powerful cultural bond.
- To humanize Rocket's fintech business, Mirimar is integrating its mortgage services with universal, emotionally resonant themes such as stability and belonging, following Mildenhall's vision to rekindle consumers' faith in the American Dream through impactful and relevant narratives.
