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Townsend, in business since 1983, has been agency of record for Century 21 in Canada for the past two years, and the concept it developed there was so successful Century 21 asked the shop to adapt it for the U.S. market.
The spots show agents talking about how they conduct their business. ‘They used real agents (not actors), which is new,’ said Jay Tolman, director of advertising at Irvine, Calif.-based Century 21.
Tolman said CME will remain agency of record, but he may call Townsend in again next year to handle additional assignments as the campaign evolves. CME-KHBB created three versions of one spot for the campaign and is placing all media for the company.
Jay Gaylen, senior copywriter at Townsend, together with creative director Gasper Patrico and associate cd/art director Sal Sinare, created the spots, which were directed by Bob Giraldi of Giraldi/Suarez Productions.
Copyright Adweek L.P. (1993)
