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The National Association of Realtors brokered an arranged marriage between Townsend & O’Leary in Laguna Hills, Calif., and Richardson, Myers & Donofrio in Baltimore, to handle its estimated $33 million, three-year advertising contract.
T&O will create advertising, while RM&D will handle media planning and placement. The two shops will share strategic planning. There was no incumbent on the account.
When the client decided to launch a national campaign, it looked at work from individual states, including Texas, New Jersey, Illinois and California, according to T&O executive vice president and partner John Most.
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