LOS ANGELES Interpublic Group's Campbell-Ewald has won strategy, creative and media duties for the California Association of Realtors following a review, the agency confirmed.
The review launched in December 2005. O'Leary & Partners, Irvine, Calif., was the incumbent.
"In the challenging process of buying or selling a home, realtors are a consumer's best ally," the association's president, Vince Malta, said in a statement. "Campbell-Ewald Los Angeles will help us further communicate the advantages to consumers."
Debbie Karnowsky, the agency's executive vice president and executive creative director, said that the CAR radio spots "tend to run in the spring."
"It's one of two most talked about topics around here, traffic and real estate," Karnowsky said. "The California real estate market is an exciting category to be involved in because here it is California, such an emotional thing, a high stakes game. People look at it like it is the stock market, so the value of the realtor is heightened."
Karnowsky said the client particularly favored the agency's work for Kaiser Permanente and Farmers Insurance. Other contenders in the review were not identified.
Billings are undisclosed. Client spending in recent years has been minimal.