No Fixed Address (NFA) is the new creative and media agency of record for non-prime consumer lender, GoEasy.

The independent shop will be responsible for all creative marketing communications, media planning, and media buying for the financial service brand’s three priority business units: EasyHome, EasyFinancial and LendCare.

“As we continue to grow and scale our business through new channels and product expansion, we see significant future opportunities to expand our differentiated brand platform and unique positioning in the market,” says Andrea Fiederer, EVP and CMO at GoEasy. “Through our robust agency selection process, NFA continued to demonstrate a deep understanding of our customer alongside strong expertise in brand building that is rooted in data, analytics and performance marketing.”

From July to September, GoEasy conducted two separate competitive review searches for creative and media AORs. Arrivals + Departures (A+D), the previous AOR, did not participate.

NFA was ultimately awarded both pieces of the business. “The [NFA] team was the only agency to bring forward a strategically-integrated creative and media point of view born out of effectiveness and efficiency,” says Fiederer.

According to NFA’s newly minted Canadian president, Priyanka Goswami, GoEasy and NFA mission statements are aligned. “As we dug deeper into GoEasy’s vision and product suite, we understood the importance of the brand’s role in changing the lives of hardworking Canadians in a time of economic uncertainty and instability,” Goswami says.

The first wave of creative is expected to debut in early 2024.