Re/Max Seeks Creative Agency

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

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

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

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 organization’s questionnaire asks agencies about capabilities and creative strategy.

Re/Max creative director David Rea said the company developed a list of agencies to contact. The firm is not planning to request speculative 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 said the client’s existing advertising tagline, “Outstanding agents. Outstanding results,” will be used next year.