Century 21 names MRM, Mullen AORs

Century 21 Real Estate has named MRM Worldwide its agency of record for national and digital marketing and Mullen as its agency of record for social media and PR. Both are Interpublic Group agencies. Mullen is the real estate company’s first social media AOR.

Both agencies were chosen after an RFP process that began in the fourth quarter of last year, according to a statement from MRM. Financial terms of the deals were not disclosed.

“Real estate is a lot like automotive, in that 90% of all transactions begin with online research,” said Michael Miller, EVP and global chief growth officer at MRM Worldwide. “For real estate, it’s about providing a service model of marketing rather than just pushing a message to consumers.”

Century 21 launched its first social media effort, C21, last year. The campaign’s site linked to social networks and podcasts from Century 21 brokers. It also included a message board for consumers with real estate questions.

Century 21 could not be immediately reached for comment.

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