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Coldwell Banker Real Estate Corp. is unveiling a campaign themed "I am." Two of the commercials, from the Sawtooth Group, Woodbridge, N.J., feature real estate agents who assert, "I am Coldwell Banker." Another (r.), showing a man who says, "I am a home buyer, and I need some help," backs a new Concierge service that assists buyers with the details of moving into a new house. The ads portray the agent as a consumer advocate, rather than the more typical tack of focusing on property listings. Copywriter: Kristi Bridges. Art director: Theresa
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