Re/Max Moves $34 Million U.S. Media Account to Tombras

The assignment follows a review that included incumbent Carat

Re/Max and Tombras logos
Re/Max spent nearly $34 million in 2018 and over $32 million over the first nine months of 2019. - Credit by Getty Images
Headshot of Erik Oster

Re/Max has a new media agency partner for the U.S.

The real estate giant selected independent agency Tombras as its U.S. media agency of record. The decision follows a review conducted by Media Sherpas, the consultancy co-created by Nancy Hill following her departure as 4A’s CEO in 2017, which launched last July. According to sources with knowledge of the review, the process included the incumbent, Dentsu Aegis Network media agency Carat, as well as a handful of other finalists.

It’s a big win for the Knoxville, Tenn.-based full-service independent agency, which expanded to New York late last year after being named lead creative for Nutrisystem, creative agency and media AOR for FreshDirect and lead creative agency for men’s grooming brand Harry’s.

“We were all incredibly impressed by Tombras’ ability to leverage data for business results,” Re/Max svp, marketing and communications Abby Lee said in a statement. “The agency brings a high-quality portfolio to the table with a proven understanding of the franchising space and their commitment to investing in talent and technology is evident through their work with other leading franchising brands. We have big plans for 2020 and look forward to going to the next level through this partnership.”

Tombras president Dooley said Re/Max “is so data rich, they’re a perfect partner to leverage our capabilities and put us to work to help their agents connect consumers with the dream of homeownership.”

Re/Max’s next campaign is expected some time in early 2020 and will see the brand continue its relationships with creative agency Camp + King.

According to Kantar Media, Re/Max spent nearly $34 million in 2018 and over $32 million over the first nine months of 2019, up from just under $30 million during that period in 2018.


@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.
Publish date: January 6, 2020 https://dev.adweek.com/agencies/re-max-moves-34-million-u-s-media-account-to-tombras/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT