Countrywide Tries to ‘Protect’ Image

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For Countrywide Financial Corp., this time it’s personal. At least that’s what a top executive says, the Wall Street Journal reports.


Having suffered a barrage of negative headlines while battling to shore up its finances and shrink its work force of 60,000 by as much as 20%, the nation’s largest home-mortgage lender is launching a PR blitz aimed at repairing its reputation. And it starts inside the company.


For the demoralized employees who remain, the new campaign means wristbands with the phrase “Protect Our House” and pep talks promising to keep “amply” rewarding the most successful among them amid a struggle with the sharp drop in mortgage lending as defaults soar and house prices decline.


Leading the counterattack is Andrew “Drew” Gissinger III, a former offensive lineman for the San Diego Chargers football team who serves as executive managing director, residential lending, at Countrywide.



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