Re/Max Wants More Personality

Re/Max International wants its new shop, davidandgoliath, to make the realty chain stand out in a relatively faceless field with humor and its familiar hot-air balloon.

The Los Angeles agency won Re/Max’s estimated $30 million TV creative duties after a five-month review that came down to Outloud, a spinoff of incumbent Carton Donofrio, Baltimore; DeVito/Verdi, New York; and Krueger, Torrance, Calif.,

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