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., sources said. The client handles all other creative in-house. Media buying is with Carat, Memphis, Tenn.

The startup of Outloud by key executives at the incumbent led to the review.

Davidandgoliath presented three campaigns.

“They felt like … our humor could be the right type for Re/Max,” said agency chairman and chief creative officer David Angelo. He said ads will leverage the client’s red, white and blue hot-air balloon.

“It’s a powerful icon,” Angelo said. “It’s on … everything they do.”

Davidandgoliath’s experience with Kia dealers, as well as Papa Murphy’s and Outback Steakhouse franchisees, helped in its selection, said client creative director David Rea.

The shop is preparing a campaign for 2004 that will use the existing tagline, “Outstanding agents. Outstanding results,” Rea said.

“We believe a memorable personality is what will distance us from everyone else,” Angelo said.

The focus of the current TV work, created by Carton Donofrio and the client’s in-house team, is that Re/Max agents have superhuman abilities because they have more experience and sales than competitors’ agents, said Rea.

Re/Max, which has about 4,500 offices worldwide, vies with Coldwell Banker (3,200 offices) and Century 21 (6,500 offices), among others.