Open House at Arnold




BOSTON-Arnold Communications is scheduled to have an introductory meeting this week with executives at Century 21, sources said.
The client said in June that it would conduct a review for the creative portion of its estimated $30 million ad account.
Arnold is one of at least a half dozen agencies being visited by the Parsipanny, N.J.-based client. Other shops believed to have been contacted are: TBWA Chiat/Day, Bates Worldwide, D’Arcy Masius Benton & Bowles and DDB Needham, all in New York, as well as at least one West Coast shop.
The incumbent, Campbell Mithun Esty in Minneapolis, was invited to participate in the review but declined.
Arnold executives referred questions to the client. Michael Trainor, executive vice president at Century 21, did not return calls last week.
In an interview with Adweek in June, Trainor said chemistry checks had been done with CME and two agencies he declined to identify. He also said others would be contacted.
Arnold is interested in the account because it believes it is well suited to service the needs of both the corporation and local franchisees, said an agency source.
The review for the creative portion of the account follows a decision by Century 21 parent Hospitality Franchise Systems to review media buying chores for all its properties currently handled by various agencies.
Zenith Media in New York is the media buyer for Century 21. HFS property Days Inn this month tapped Decker in Glastonbury, Conn., to handle the creative portion of its $7 million account [Adweek, Aug. 11].
CME’s campaign for Century 21 featured “The Minuteman,” an animated sales representative used by the company for 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, with 6,400 independently owned broker offices in 21 countries. – with staff reports