CLIENT
Century 21
Tom Kunz, President & CEO
Nicole Menard, Senior Mgr. - Advertising and Promotions
Ken Toumey, VP - Brand Management
AGENCY
Gordon Bowen, Chief Creative Officer
John McGarry, CEO
Tricia Defossey, Account Managing Dir.
Stewart Owen, Chief Strategic Officer
John Kenney, Creative Dir.
Sid Brown, Account Supervisor
Rick Knief, Dir.
Suzanne Crowe, Producer
Lauren Sabedra, Assistant Account Executive
Roseanne Horn, Executive Dir. of Broadcast Production
MediaCom
Kari Shoemaker, Communications Planning Dir.
SUMMARY
As the housing market went from a boom to a transition market, Century 21 needed a campaign to break through the clutter, increase brand awareness measures over Re/Max, and boost the amount of traffic to century21.com as well as the number of consumer leads to the system of affiliated brokers. Agents of Change was a rallying cry for the organization by presenting realistic and emotional situations. The campaign resulted in 46% brand awareness increase, improved visitor traffic to century21.com, and increased consumer leads ranging from 185% to 224% for the entire system of brokers.
