Another Win on the Home Front

Re/Max Awards Creative Duties to Richardson, Myers & Donofrio
ATLANTA–Richardson, Myers & Donofrio is on a real estate roll.
Following a $15 million bump for National Association of Realtors’ media buys, Richardson, Myers & Donofrio has been named creative agency for the $30 million Re/Max International advertising account, previously handled in-house.
The Baltimore agency will develop an ad campaign to break in first-quarter 2001 for Re/Max’s global real estate system.
Re/Max president Daryl Jesperson said 16 requests for proposals were sent out in January. A 12-person committee of Re/Max franchisees and headquarters staff chose five shops that made presentations in Denver: RM&D; WongDoody, Seattle; Revolution, Kansas City; and Publicis & Hal Riney and DDB, both Chicago.
DDB proceeded to a Las Vegas shootout with RM&D in front of representatives from each of Re/Max’s 35 marketing regions, who voted for the winning agency.
“[RM&D] had an overwhelming majority after extensive discussions of both proposals,” Jesperson said. “Everything came out the way I thought it should.”
Agency president and chief executive officer Chuck Donofrio called the win “one of my career’s most satisfying . . . We beat some really good companies.”
Donofrio said RM&D would create a “more focused brand proposition that takes advantage of [Re/Max’s] unique strengths in the marketplace . . . They attract the best talent in the business because they allow them to function as independent businesspeople.”
Last month, RM&D benefitted from NAR upping its media budget from $33 to $48 million. With that boost and the Re/Max win, RM&D is on target to break a billings barrier for the first time this year. “I hate to project to the end of this year, it’s so early. But at this point, we are over [$100 million],” Donofrio confirmed.
Re/Max’s media business was awarded to Carat Memphis (Tenn.) last year.