Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

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.

Advertising Age Embedded Player
Most Popular
In this article: