Draftfcb San Francisco is the first creative agency for real estate search site Trulia, following a review initiated last August. Seven other shops were in the consideration mix.
The marketer has also hired Kira Wampler as its first chief marketing officer. Wampler, previously vp of product and marketing at Lytro, a light-field camera startup, is charged with launching the 9-year-old company's first national marketing campaign. Trulia plans to spend $45 million on the campaign, which will include offline elements like TV, radio and outdoor in addition to digital. Draftfcb’s work is expected to break toward the end of the first quarter.
“I was blown away by what we saw from Draftfcb. It demonstrated deep consumer empathy and insight,” said Wampler, who also worked at Intuit as group marketing manager, online engagement.
Until now, Trulia handled marketing in-house. Micky Onvural, senior director, consumer marketing who joined the company last April, said the major communications emphasis to date has been on PR and addressing product innovation.
Initiative, Draftfcb’s Interpublic Group media agency sibling, has also been awarded planning and buying for the marketer.
“Draftfcb understands our product and business and what leapt off the page about Draftfcb was their relationship with Initiative,” said Onvural. “That brought to life creative and media ideas. That was key in hiring Draftfcb—the way they work with Initiative.”
A year ago, former Razorfish West Coast new business exec Brooks Day joined Draftfcb S.F. as vp of business development. Since that time the office has won accounts like The Nature Conservancy and worked with Draftfcb chief Carter Murray and The House Worldwide CEO Richard Pinder in landing Levi Strauss & Co. earlier this month.