Re/Max Seeks Creative Agency

Re/Max International is looking for an agency to create its 2004 national TV advertising.

The company has issued an un-disclosed number of requests for proposals, which are due back by Nov. 1, according to the client.

Baltimore incumbent Carton Donofrio, which will break its third campaign for Re/Max in early 2003, will defend its creative account.

Carat in Memphis, Tenn., will continue to handle Re/Max’s media-buying duties. Annual billings are estimated at $30 million.

The Englewood, Colo.-based real estate company’s questionnaire asks agencies about capabilities and creative strategy.

Re/Max creative director David Rea said the client has developed a list of agencies it intends to contact. The company is not planning to request spec creative from candidates, he said.

“We’re looking more at what they’ve done in the past, and whether their company philosophy jibes with ours,” Rea said. “We want them to get to know Re/Max before embarking on any creative efforts.”

Rea added that the existing tagline, “Outstanding agents. Outstanding results,” will be used next year.

Finalists will be asked to make presentations to a committee that includes Re/Max officers and franchisees. Rea said there may be one or two rounds of presentations. Re/Max plans to select an agency by the first week of March.

The agency that lands the account will be charged primarily with creating TV ads to run in the U.S., although work will also run internationally. Re/Max has 76,000 agents in 4,200 offices in 41 countries.