PARSIPPANY, NJ: Century 21 Real Estate hired integrated advertising firm Mullen as its PR AOR and the company's first social media AOR, after an agency review. The agency, which was hired January 15, is "tasked specifically with executing on all our national and brand PR programs, and that also now includes an equal effort in the social media space," said Matt Gentile, director of PR and brand communication for Century 21.
"We're going to help migrate a lot of their marketing from the offline space to the online space," said Edward Boches, chief social media officer for Mullen. "We'll be working on coming up with some interesting ideas for enhancing conversation, building better relationships with bloggers, providing services, content, and really useful information for our community."
Century 21 plans to increasingly focus on first-time homebuyers, specifically in Generation X and Generation Y, Gentile said, and the company and Mullen have already started planning for the spring home-buying season.
Century 21 issued a multiple-round RFP in the fall. Gentile said it then narrowed down the list to three agencies: Mullen, Kel & Partners, and Shift Communications. The agencies confirmed their participation.
Incumbent Burson-Marsteller was involved in the initial RFP, he added.
"We enjoyed working with Century 21 and wish the company all the best," a spokesperson for Burson told PRWeek in an e-mail.
"We felt that it was important that our PR agency also have the social media contract," Gentile said. "The type of work that Mullen does on behalf of clients like Stanley Hammers and Timberland really bridged the PR-social media divide quite cogently. And that really led to their natural selection." Century 21 also chose fellow IPG agency MRM Worldwide as its advertising AOR.
Mullen's Boston office will lead the account, and Boches added that Mullen will pull in employees from its advertising or user-experience divisions on a project basis to help with the account.