CENTURY 21 LEAVES LOWE FOR MCGARRYBOWEN

Spent $47 Million in Measured Media Last Year

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NEW YORK (AdAge.com) -- Century 21 Real Estate moved creative responsibilities for its advertising account to independent McGarryBowen without a review, the marketer said today.

Media buying remains with WPP Group's Mediacom. The incumbent on the creative account was Interpublic Group of Cos.' Lowe, New York.

The real estate company cited 'increased competition' as one reason for changing its ad agency.

Strategic planning
McGarryBowen will help Century 21 refine its strategic brand position and translate that into a comprehensive advertising and marketing program.

John Greenleaf, senior VP-marketing, Century 21 Real Estate, said, "Changing consumer needs and expectations coupled with increased competition in a very dynamic marketplace prompted us to take a fresh look at our brand and marketing messages."

Lowe handled the business since 1998. "As Lowe returns to its creative roots, severing this relationship is best for the both of us," a Lowe representative said.

$18 million
Parsippany, N.J.-based Century 21, a subsidiary of Cendant Corp., spent $47 million in measured media last year, according to TNS Media Intelligence.

McGarryBowen, New York, founded in 2002 by former Y&R executives John McGarry and Stewart Owen, along with former Ogilvy creative Gordon Bowen, has recently won account from Pfizer, InBev and JPMorgan Chase, among others, and has estimated billings of $500 million.

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