Century 21 Holds Open House

Century 21 has launched a review of creative and media duties on its advertising account, sources said.

Major media spending behind the brand totaled $28 million last year and $8 million in the first seven months of 2009, according to Nielsen. Last year’s figure was down 53 percent from 2007’s total of $59 million, per Nielsen. (Those figures don’t include online spending.)

The main creative incumbent, Dentsu’s mcgarrybowen, is not defending, according to sources. It was not immediately clear if Century 21’s media incumbent, WPP’s MediaCom here, would participate. Likewise, it could not be determined if WPP’s Burson-Marsteller plans to defend its Century 21 public relations assignment, which is also in play.

Burson-Marsteller could not immediately be reached and a MediaCom representative said that the agency had not been notified of a review.

Mcgarrybowen referred calls to the Parsippany, N.J.-based client, which had no immediate comment. Mcgarrybowen landed the creative account in late 2005.

Before that, the business was at Interpublic Group’s Lowe in New York, whose tenure dated back to 1998.

Century 21 is unit of real estate giant Realogy Corp., which also includes Coldwell Banker, The Corcoran Group, ERA, Sotheby’s International Realty and Better Homes and Gardens Real Estate.

Nielsen Business Media

Publish date: October 1, 2009 https://dev.adweek.com/brand-marketing/century-21-holds-open-house-106470/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT