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Re/Max Puts $50 Media Biz in Review

  • Adweek, Monday, April 20, 2009 9:31 AM

Real estate company Re/Max putting its national media account into play. Carat, which has held the account since the company began buying national TV advertising in 1999, is defending, the client said. The company's annual budget is almost $50 million.

Abby Lee, director of regional marketing, says the evaluation includes national TV, radio, print and online initiatives. Local media chores, handled in-house, are not part of the review. "Times are changing both in media and real estate, and we want to position ourselves so that when the market turns around we are out in front," says Lee.

Mediaedge:cia and Horizon Media are competing for the entire account, while OrangeSoda, a Internet marketing specialist in Utah, is contending for online chores. The company expects to complete the review in the next four to six weeks.

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