S&P's advertising for Coldwell Banker ranked "Most Effective" for eighth year in a row
Services
Broadcast
Digital
Social
Production
Year after year, Ace Metrix effectiveness studies recognize our work as the top performing in the real estate industry.
In 2011, Coldwell Banker, one of the nation’s largest real estate companies, hired S&P to help it recover from the thralls of the housing crisis. Unemployment was up, money was tight, and property values had fallen for 57 consecutive months.
In a shaken industry used to hard-selling houses as wise investments, S&P positioned Coldwell Banker as a brand that truly understood the emotional essence of home. The tone of our communications became the envy of real estate, with experts from the National Association of Realtors remarking that the Coldwell Banker work set a new bar for the industry at large.
As the housing sector has recovered, S&P has helped Coldwell Banker continue to lead the pack. During our tenure, the brand's dollar sales volume has increased from $153 billion to over $242 billion and the brand now leads in website visits (per Comscore) and social media engagement (per Klout). Advertising effectiveness studies from Ace Metrix have shown S&P's work to be real estate's best for eight consecutive years. And in the last few years, S&P is proud to have created and marketed a charitable initiative for the brand, The Homes for Dogs Project: a program that's facilitated over 20,000 dog adoptions.
Our 2020 campaign for Coldwell Banker featured Simon and Garfunkel’s “Homeward Bound” and introduced the new global mark that S&P designed for the brand.
The new logo was centerpiece to a full suite of marketing materials that gave new life to one of the most established names in real estate. In addition to aiding brand recall and recognizability, the interlocked “CB” monogram emulated the stylings of high fashion and lent itself to a line of wearables for Coldwell Banker’s network of agents. The star, a near-universal symbol representing excellence, held even deeper meaning for the brand, given the north star’s unique history of guiding explorers and pioneers back home.
"Somebody to Love" aired in 2017 and celebrated Coldwell Banker's Homes for Dogs Project reaching a milestone of 20,000 dog adoptions.
"Our competitors hate our work for all the right reasons. S&P crafts a creative message they can't compete with and they can't emulate."
– David Marine, CMO, Coldwell Banker
