Coldwell Banker CMO explains ad strategy - McKinney

Coldwell Banker CMO explains ad strategy

April 1, 2009

What are skittish consumers looking for in a real-estate agency today? A brand with a long history that they can trust and believe in, says Coldwell Banker CMO Michael Fischer. And that’s why he’s continued to keep the painted portraits of the 103-year-old company’s founders as the icon of the real-estate giant’s marketing campaigns. Unlikely media stars of the digital age, the paintings of Colbert Coldwell and Benjamin Banker have their own Facebook, Twitter and YouTube pages as well as an iPhone application and the new crop of TV ads. The campaign by McKinney breaks this week.