Coldwell Taps McKinney

CHICAGO Real estate giant Coldwell Banker has named Havas’ McKinney as lead agency on its estimated $100 million ad account, a shop representative confirmed.

McKinney won the account over co-finalist Hill, Holliday, Connors, Cosmopulos, a Boston-based Interpublic Group agency, in a review managed by consultant Hasan & Co. The incumbent, Publicis Groupe’s Kaplan Thaler Group, did not participate.

“They need a national agency because as the world moves more to a model where local agents continue to play a role in making people close deals, the Web will help people do the initial work,” said Jeff Jones, president of McKinney in Durham, N.C.

As lead agency, McKinney will corral the resources of company’s roster shops, including online agency Kinesis Marketing of Morristown, N.J., public relations practice Manning Selvage & Lee and marketing communications firm 02KL.

“As we look to continue to reposition the brand to new real estate consumers, we’re looking for McKinney to play a role of driving consistency of messaging through all those channels,” said Charlie Young, svp, marketing at the Parsippany, N.J., client.

Old-school real estate companies are feeling pressure from online sites that facilitate buying without the use of traditional brokers. “We believe strongly there’s a place for a real estate brand that can meet the needs of the consumer and help facilitate the upfront part of the process and provide full-service offerings when the consumer is ready to enter the market,” Young said.

Coldwell Banker spent just over $100 million on advertising last year, according to Nielsen Monitor-Plus. That figure includes local market expenditures as well as national ad outlays.