Zillow Names Fig as Lead on $120 Million Creative Account

“We love Zillow’s ambition. We always look to work with brands that are willing to redefine themselves as they take on their category, so we are a perfect fit,” said Fig partner and CEO Judith Carr-Rodriguez, who was promoted to the role in October 2018 as Figliulo & Partners rebranded to Fig. “And they really understand that stories are the most effective way of conveying information and persuading people.”

The review launched last July, and included incumbent Deutsch as well as a number of other agencies, according to sources with knowledge of the matter. Deutsch declined to comment.

“Our team at Zillow has been working hard to find the right creative partner to help shepherd our brand through this critical period of transformation,” Zillow CMO Aimee Johnson said in a statement. “We feel that Fig’s sharp strategic point of view, coupled with the artfulness that they bring to storytelling, is exactly what we need to bring our new mission and promise to life.”

Zillow spent about $124 million on marketing in 2018 and nearly $73 million in the first nine months of last year, down from over $112 million over that span in 2018, according to Kantar Media.

Fig has already begun working on developing a brand strategy for Zillow, with its first campaign expected sometime in the second quarter of 2020.