MRM Worldwide and Mullen to Help Propel Brand's Innovative Online Marketing
March 10, 2010 // Franchising.com // PARSIPPANY, N.J., -- Century 21 Real Estate LLC, the franchisor of the world's largest residential real estate sales organization, is pleased to announce MRM Worldwide as the lead agency for national advertising and Mullen as the lead agency for the brand's public relations and social media. Both MRM and Mullen are owned by the Interpublic Group of Companies.
"Our forward-looking marketing strategy continues to position our brand as a leader in the digital space," said Bev Thorne, senior vice president, marketing, Century 21 Real Estate LLC. "With 90 percent of consumers searching the Web for homes, we believe that MRM and Mullen provide a powerful combination to enhance our capability to connect with consumers online."
According to Thorne, the brand's 2009 digital marketing initiatives were responsible for nearly doubling the number of consumer leads distributed to its franchisees.
"CENTURY 21® has always been a leading-edge brand, and we believe that by selecting MRM Worldwide to lead its advertising, it has demonstrated its commitment to reaching consumers in new and innovative ways," said Michael Miller, executive vice president, global chief growth officer, MRM Worldwide. "We're thrilled to be able to contribute in such an impactful way to such an iconic brand."
In 2009, the CENTURY 21 System advanced its digital strategy by incorporating social media into its online marketing initiatives. In addition to managing public relations, Mullen becomes the first social media agency-of-record for the CENTURY 21 brand.
"The opportunity to connect in a meaningful way with consumers through social media channels is unlimited for a brand that is in the business of building relationships with homebuyers and sellers," said Edward Boches, chief social media officer at Mullen. "We relish the opportunity to develop a comprehensive program that uses Web 2.0 solutions."
Century 21 Real Estate LLC is the franchisor of the world's largest residential real estate sales organization, providing comprehensive training, management, administrative and marketing support for the CENTURY 21 System. The System is comprised of more than 7,800 independently owned and operated franchised broker offices in 67 countries and territories worldwide. Century 21 Real Estate LLC is a subsidiary of Realogy Corporation, a global provider of real estate and relocation services.