RM&D agency wins large RE/MAX account

Baltimore firm vied with 15 companies


April 04, 2000|By June Arney | June Arney,SUN STAFF

RE/MAX International, a leading real estate organization in the United States and Canada, has named Baltimore-based Richardson, Myers & Donofrio Inc. as the sole creative agency for its $30 million account.

RM&D, chosen from among 16 competing agencies, will be responsible for developing a campaign of regional and national television advertising and providing brand development and strategic marketing communication services.

"It was very obvious that they wanted our business and had all the tools they needed," said Daryl Jesperson, president of RE/MAX International, based in Denver. "We wanted to align with a company where we would become a significant client and not get lost in the clutter."

In pitching the account, RM&D placed several anthropologists in the homes of people who were buying or selling a home to better understand the process and emotions involved, said Chuck Donofrio, RM&D president and chief executive officer.

"It confirmed our strategy and showed the client we had the ability to get into the emotional lives of consumers and use that insight to develop better advertising," Donofrio said.

The RE/MAX franchise network is a global real estate system operating in 34 countries. More than 3,400 independently owned offices engage 58,000 sales associates.

RM&D, with 1999 billings of $92.4 million, serves as an independent marketing communications agency offering integrated advertising, public relations, interactive, brand consulting, sales promotion and anthropological and traditional marketing services.

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