Richardson Shares U.S. Realtors

The National Association of Realtors brokered an arranged marriage between Richardson, Myers & Donofrio in Baltimore and Townsend & O’Leary in Laguna Hills, Calif., to handle its $32.4 million, three-year advertising contract.
RM&D will handle media planning and placement, T&O will create advertising and the two shops will share strategic planning. There is no incumbent.
It was T&O’s work for California realtors that attracted the NAR. The client decided to launch a national campaign, and looked at work from individual states including Texas, New Jersey, Illinois and California, according to T&O executive vice president and partner John Most.
“[The client] had been looking at this program the California Association of Realtors had run for about a year, and the research showed it was doing exactly what it was supposed to be doing,” said RM&D president Chuck Donofrio.