Seeking to expand beyond branding and the Internet, Equifax Consumer Services has tapped Bennett Kuhn Varner, Atlanta, to handle its $11 million account for direct response and search engine optimization and marketing services, writes DMNews.

"We needed a full-service direct response agency to expand our communications program beyond online," Helen Wanamaker, vice-president of marketing at Equifax Consumer Services, Atlanta, is quoted as saying. "So we're beginning to test offline media, for example print, direct mail and direct response television.”

BKV beat out New York-based DM shops OgilvyOne, MRM and Rapp Collins to win the business. Its client roster includes American Red Cross, Earthlink and Cingular Wireless.

The Morrison Agency, Atlanta remains Equifax's branding agency of record, while Ant Farm Interactive, Atlanta handles online media planning and buying.