COLDWELL BANKER REAL ESTATE “TRANSPARENT REBRAND” WINS 2020 MARCOM PLATINUM AWARD
International marketing competition recognizes the company’s rebrand as standout marketing strategy
MADISON, NJ (October 28, 2020) – Coldwell Banker Real Estate LLC, a Realogy (NYSE: RLGY) brand and industry-leading franchise for 114 years, is thrilled to announce the brand has been recognized as a 2020 MarCom Platinum Winner under the Strategic Communications category for its transparent rebrand.
Coldwell Banker was recognized as a standout in the following division:
PLATINUM winner: Strategic Communications | Communications/Public Relations | Public Relations Program – Coldwell Banker Transforms Perceptions with Transparent Rebrand
MarCom Awards recognize the outstanding achievement by creative professionals involved in the concept, direction, design, and production of marketing and communication materials and programs. Over 5,000 entries were submitted this year from corporate marketing and communication departments, advertising agencies, public relations firms, design shops, production companies, and freelancers.
Led by Chief Marketing Officer David Marine, the transparent rebrand was a first-of-its-kind strategy to refresh the brand’s logo and signage of 40 years, pulling back the curtain to allow the network’s brokers and affiliated agents be involved in all phases of the process. The transparent process allowed for testing real-world scenarios and collecting valuable feedback from the agents and brokers who would ultimately bring the new branding to life. When COVID-19 affected the launch to the consumer audience, Marine successfully pivoted the campaign. He rapidly directed the rework of the brand’s television and streaming ads to focus on society’s renewed sense of home amid the pandemic.
The brand’s transparent rebrand journey was a marketing success, achieving national media recognition in publications such as AdWeek and surpassing its goal of projected media placements four times over. Through the branding refresh, the Coldwell Banker brand also grew its network from 92,000 to 94,000 agents, meeting a key business goal.
QUOTES
“Leading a team through a challenging time and watching their creativity and resiliency stay as strong as ever was one of the highlights of my career. We faced uncharted waters in the marketing world, yet our message remained authentic, genuine, and resonant with Americans spending more time in their homes than ever before. Every one of the marketing professionals and affiliated agents involved in this process earned and deserves this honor.”
– David Marine, CMO of Coldwell Banker Real Estate
“Our marketing team never fails to execute outstanding campaigns; however, their perseverance and quick-thinking during this unprecedented year definitely deserved both internal and external recognition. Through this year’s campaign, the Coldwell Banker brand’s core values were brought to life and able to touch the hearts of Americans, thanks to David Marine and the team’s brilliant work.”
– M. Ryan Gorman, President and CEO of Coldwell Banker Real Estate
About Coldwell Banker Real Estate LLC
Powered by its network of over 94,000 affiliated sales professionals in 3,000 offices across 43 countries and territories, the Coldwell Banker® organization is a leading provider of full-service residential and commercial real estate brokerage services. The Coldwell Banker brand prides itself on its history of expertise, honesty and an empowering culture of excellence since its beginnings in 1906. Coldwell Banker Real Estate is committed to providing its network of sales professionals with the tools and insights needed to excel in today’s marketplace and is known for its bold leadership and dedication to driving the industry forward with big data and smart home expertise. Coldwell Banker Real Estate was the first real estate brand to harness the power of big data; the CBx Technology Suite uses predictive analytics and machine learning to analyze markets, target buyers and sellers and provide agents with a simple platform to create unique and effective marketing plans for each listing. The brand was named among the 2020 Women’s Choice Award® Most Recommended brands for customer experience and overall quality. Blue is bold and the integrity and values of Coldwell Banker give the Gen Blue network an unbeatable edge. Coldwell Banker Real Estate LLC fully supports the principles of the Fair Housing Act and the Equal Opportunity Act. Each office is independently owned and operated. To join Coldwell Banker Real Estate and unlock the possibilities of Gen Blue®, please visit www.coldwellbanker.com/join.
About Realogy Holdings Corp.
Realogy Holdings Corp. (NYSE: RLGY) is the leading and most integrated provider of U.S. residential real estate services, encompassing franchise, brokerage, and title and settlement businesses as well as a mortgage joint venture. Realogy’s diverse brand portfolio includes some of the most recognized names in real estate: Better Homes and Gardens® Real Estate, CENTURY 21®, Coldwell Banker®, Coldwell Banker Commercial®, Corcoran®, ERA®, and Sotheby’s International Realty®. Using innovative technology, data and marketing products, best-in-class learning and support services, and high-quality lead generation programs, Realogy fuels the productivity of independent sales agents, helping them build stronger businesses and best serve today’s consumers. Realogy’s affiliated brokerages operate around the world with approximately 187,500 independent sales agents in the United States and more than 130,800 independent sales agents in 114 other countries and territories. Recognized for nine consecutive years as one of the World’s Most Ethical Companies, Realogy has also been designated a Great Place to Work and one of Forbes’ Best Employers for Diversity. Realogy is headquartered in Madison, New Jersey.
###
Athena Snow
Senior Manager, Public Relations & Giving for Coldwell Banker. Grew up in Sarasota and attended college at Western Carolina University. Athena wanted to wake up in that city that doesn’t sleep so headed to Madison Avenue to start her marketing career. She has been with this awesome brand for more than 15 years and can be found generating buzz about CB in every way possible. Athena helps to grow the brand’s position as the most storied real estate company within the industry and has led many high-profile endeavors; she was at the forefront of the brand’s pioneering smart home campaign, raised $6 million in two years to build 130 Habitat for Humanity homes, and led the Homes for Dogs program in partnership with Adopt-a-Pet.com that resulted in tens-of-thousands of dogs finding their furever home. She currently leads the CB Supports St. Jude program, which encourages the Coldwell Banker network’s 96,000+ real estate agents to make donations to St. Jude’s Children’s Research Hospital for every real estate transaction they represent. In her spare time, you can find her either digging up a new area in her yard for another flower bed or planning her next travel adventure. She's the proud mom of three cats Jolene, Ziggy and Lucy.
