Advertisement Gets Settled In With GMO

Advertisement, an Internet real estate and relocation service, has awarded its advertising account to Goldberg Moser O'Neill. Billings are estimated at $20 million, according to sources.
The San Francisco agency was selected after a review of eight shops. The other finalists were Citron Haligman Bedecarrƒ in San Francisco and Cole & Weber in Seattle., owned by the Cendant Corp., went live last month, connecting home buyers and renters with mortgage services and movers. The site also provides information about schools and communities to people who are relocating.
"This is an incredible space where people will be able to do anything involving real estate without getting into anything confidential," said Nancy Hill, GMO's chief client officer. "Having one place to go for advice and service is a useful tool because you never know what you're going to get into."
Agency executives said radio ads will break this week and the TV component will break in March. Specifics about the ads were not immediately available.
The Web site has numerous features, including a listing of furnished and unfurnished homes in regions throughout the U.S. and a table listing mortgage rates. The site also has message boards that allow for discussions on topics such as decorating.
The account arrives as GMO is working to add more Internet companies to its roster of traditional businesses. The agency, though, remains selective about working with startups.
"Over 18 months, we've been solicited by dot.coms quite heavily, but we've been very careful in choosing the people we work with," Hill said. A benefit of working with, she added, is the backing of a tested company.
Cendant's network includes Coldwell Banker, ERA, Century 21 and Welcome Wagon. is based in San Francisco. K