A new-business presentation spearheaded by managing partners Fran Kelly and Lynn Rotando and creative director Kathy Kiely last week landed Arnold Communications the $40 million Century 21 account.
Arnold chairman Ed Eskandarian said the budget, originally reported at $30 million, contained an additional $10 million for regional or local market promotions.
"Arnold demonstrated an understanding of the true marketing power of being the No. 1 real estate organization and how that No. 1 positioning translates into benefits for both brokers and consumers," said Mike Trainor, executive vice president, marketing products and services at Century 21. "We want to be known as home ownership experts."
The Boston-based agency beat out DDB Needham, Bozell Worldwide and Grey Advertising, all in New York, to win the account.
Arnold brought in New York-based Vidal, Reynadus & Moya to help develop a portion of the presentation for the Hispanic market. It is unclear, however, whether Century 21 bought into that portion of the presentation. Agency executives said the client is now conducting a separate review of Hispanic agencies.
Arnold works with Vidal, Reynadus on other accounts, including Bell Atlantic and McDonald's. "Hopefully, they will be working with us on this," Eskandarian said.
Rotando, who joined Arnold at the end of last year, had been charged with developing a packaged-goods unit at the agency. Even though Century 21 does not fit that client profile, Rotando becomes the managing partner responsible for the account.
The shop is evaluating whether it will need additional staff or offices to service the client, Eskandarian said.
Arnold suffered a disappointing loss just a few weeks ago when Apple Computer opted to work with TBWA Chiat/Day, Venice, Calif. Had it lost the Century 21 pitch, "it would have looked like we were heading into the toilet," reflected one Arnold staffer.