It’s Small Size, Big Laughs for Re/Max

LOS ANGELES Re/Max International has tapped davidandgoliath to handle TV creative duties on its $30 million account, the client confirmed.

The Los Angeles shop won the realtor’s business following a review that included DeVito Verdi, New York; Outloud, a breakaway of incumbent Carton Donofrio, Baltimore; and Krueger in Torrance, Calif., sources said.

“We didn’t want somebody who was huge,” said client creative director David Rea. “We wanted somebody that did a lot of humor and was big on branding, which they are. We liked their reel and we liked them.”

Thirty shops submitted proposals to the Englewood, Colo.-based real estate organization, said Rea, who declined to confirm the other agencies in the review.

David Angelo, chairman and chief creative officer at the agency, noted that real estate is a new category for davidandgoliath. “For the most part, the category is full of sameness,” Angelo said. “This is an opportunity to do some really good work.” He added that Re/Max’s entrepreneurial spirit was a good fit for the shop, which was founded in 1999.

Davidandgoliath is charged with developing a national TV campaign for 2004. Media buying is performed by Carat in Memphis, Tenn. The client, which celebrates its 30th anniversary this year, creates all other advertising in-house.