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GroupM | Agency Profile, Contacts, AOR, Client Relationships




Service: agency management

Main Telephone
(212) 297-8181
Main Fax
(212) 297-8120
Primary Address
Three World Trade Center
175 Greenwich Street
New York, NY 10007
USA

GroupM Contacts

Contacts (5/54)
Name Title State
Christian J. Global Chief Executive Officer NY
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (212) 297-8181
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Three World Trade Center
175 Greenwich Street
New York, NY
10007
USA

Joe B. Managing Partner, Brand Safety - Americas NY
Stuart D. Chief Financial Officer - North America NY
Susan S. Chief Digital Investment Officer NY
Scott K. Managing Partner & Director, Print NY

Client Relationships


Brand Service From To Media Spend
******** media buying & planning 2013 present *******
***** ***** AOR - media buying & planning 2013 present *****
****** ***** media buying & planning unknown present *
**** media buying & planning 2013 present *
**** **********, ***. media buying & planning - print 2011 present ****

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WinmoEdge

Score 72 - Account in Jeopardy: Coldwell Banker creates in-house studio for NRT, promotes CMO


Siltanen & Partners, who will continue to manage Coldwell's national brand.

Do note, however, that Siltanen's relationship with Coldwell might still be in jeopardy. Coldwell promoted David Marine to CMO, effective February. He started with Coldwell as product development manager in 2002, though he most recently served as marketing SVP.

The real estate corporation also promoted Victoria Keichinger from senior brand marketing manager to brand marketing director (September).

Therefore, agency and martech readers should still reach out for work to promote Coldwell's national brand. In addition to Siltanen, you might find competition from media AOR GroupM. Focus pitches on differentiating Coldwell (remember it considers The Studio a differentiator) from competitors like Keller Williams, RE/MAX and Century 21, as well as promoting its rebrand.

With the help of Siltanen, Coldwell a new logo that is being tested in markets across the country. If the tests go well, Coldwell will unveil a new visual identify and mission statement sometime next year.

Since the rebrand focuses on transparency and millennials love transparency, Coldwell is likely trying to increase engagement among the demographic. Such a shift will likely see increases to digital and social marketing, hopefully reversing the declines we've seen through those channels in the last few years. We will likely see overall spend increases under Marine.

Since we are likely to see spend increase under Marine, sellers should reach out to remain top-of-mind for revenue, especially in regards to the rebrand. Coldwell's top spending periods fluctuate year-to-year, so I would focus on Q2 and Q3 (people are more likely to buy and/or sell houses in warmer months). As noted, it seems to be aging down its demographic towards millennials.

iSpot reports a YTD national TV spend of $5.9m placed primarily on basketball programming (see targeting right). Spend in 2018 totaled $7.7m and was all allocated during March and April. Spend in 2017 totaled $6.1m and was allocated from March to June.

Adbeat reports digital display over the last 12 months has totaled $99.5k and was placed primarily via Google (84%) onto sites like youtube.com, sonomanews.com, hutchnews.com, theunion.com and macon.com. Ads over the last 24 months have totaled $578.2k and been placed primarily via direct buy (67%), Google (25%) and YouTube (4%) onto sites like cnet.com, last.fm, metrolyrics.com, tvguide.com and gamefaqs.com.

Coldwell also typically uses out-of-home and print, according to Kantar, but both mediums have seen decreases over the last few years. Keep in mind that Coldwell began testing radio in 2018, so we may see more of the medium going forward.

The company's partnerships are typically handled locally and include The Reserve at Lake Keowee (South Carolina).