Century 21 Puts Its $30 Mil. Account in Play

By Hank Kim and Alison Fahey

NEW YORK–Real estate brokerage Century 21 has put the creative portion of its estimated $30 million advertising account in review, the client confirmed last week.

Michael Trainor, executive vice president of Parsippany, N.J.-based Century 21, said incumbent agency Campbell Mithun Esty, Minneapolis, has been invited to defend the business. Executives at the incumbent could not be reached for comment.

‘As we look ahead to 1998, we are in fact talking to firms about creative ideas and positioning for Century 21,’ said Trainor. ‘We’ve done initial chemistry checks with three shops, including CME. We will probably be speaking to other agencies soon.’

While Trainor would not identify the two agencies contacted, he said one is located in New York and the other is based in Los Angeles. Trainor said he expects that the evaluation will be completed by August.

The review comes about a month after Century 21 parent Hospitality Franchise Systems decided to review media buying chores for all its

properties currently handled by various agencies. Zenith Media here is the media buyer for Century 21. And last week, HFS property Days Inns of America placed the creative portion of its estimated $7 million account in review.

CME’s campaign for Century 21 features ‘The Minuteman,’ an animated representative the company has used for many years. The spots are themed, ‘The Number One Consumer Brand in Real Estate.’

Century 21 is the largest residential real estate sales organization in the world, with 6,400 independently owned broker offices in 21 countries.

…..–with Jennifer Comiteau and Scott Hume

Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED

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