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Re/Max International wants its new shop, davidandgoliath, to make the realty chain stand out in a relatively faceless field with humor and its familiar hot-air balloon.
The Los Angeles agency won Re/Max’s estimated $30 million TV creative duties after a five-month review that came down to Outloud, a spinoff of incumbent Carton Donofrio, Baltimore; DeVito/Verdi, New York; and Krueger, Torrance, Calif., sources said. The client handles all other creative in-house. Media buying is with Carat, Memphis, Tenn.
The startup of Outloud by key executives at the incumbent led to the review.
Davidandgoliath presented three campaigns.
“They felt like … our humor could be the right type for Re/Max,” said agency chairman and chief creative officer David Angelo.
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