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Why the Founders? Coldwell Banker CMO Explains Ad Strategy

3 Minute Ad Age: April 1, 2009

By Published on .

NEW YORK (AdAge.com) -- What are skittish consumers looking for in a real-estate agency today? A brand with a long history that they can trust and believe in, says Coldwell Banker Chief Marketing Officer Michael Fischer. That's why he's continued to keep painted portraits of the 103-year-old company's founders as the icons of the real-estate giant's marketing campaigns. Unlikely media stars of the digital age, the paintings of Colbert Coldwell and Benjamin Banker have their own Facebook, Twitter and YouTube pages as well as an iPhone application and a new crop of TV ads.

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