Century 21 Is Cut to 4: Remaining Agencies in the Creative Review Will Make ‘Brand Positioning’ Presentations

Century 21, the real estate brokerage, has selected four finalists to pitch the creative portion of its advertising account, estimated at $30 million.
Michael Trainor, executive vice president of Parsippany, N.J.-based Century 21, identified the contenders as Arnold Communications in Boston and New York shops Bozell Worldwide, DDB Needham, and Grey Advertising.
Incumbent Campbell Mithun Esty in Minneapolis was invited to participate but declined to defend.
According to Trainor, all four agencies will make “brand positioning” presentations during the week of Sept. 8. Speculative creative is not required but would be considered, Trainor said. A decision will come shortly after the presentations, he said.
With this review, Grey has the opportunity to consolidate creative and media duties for the client.
Century 21’s holding company, Hospitality Franchise Systems, recently assigned the media buying chores to Grey for all its properties, including Avis and Days Inns of America.
Bozell also has had a previous relationship with HFS, having worked on the Avis licensee account in the past.
CME’s campaign for Century 21 features “The Minuteman,” an animated representative the company has used for many years. The spots are themed, “The No. 1 consumer brand in real estate.”
Century 21 is the largest residential real estate sales organization in the world, according to Real Estate Weekly, with 6,400 independent broker offices in 21 different countries.