Atlas Advertising and media agency Equinox have combined to launch
a multi-million-pound TV and poster blitz for internet estate agency
Atlas and Equinox were appointed to the Easier account just before
Christmas. Equinox will handle most of the planning, while Equinox is
controlling the buying.
The two agencies have put together a pounds 10 million-plus campaign,
masterminded by Atlas’s account manager Katrin Schlenzka.
Equinox group media manager Keith Hallett is now in the process of
planning a press campaign to support the broadcast push.
The TV and poster campaigns are due to break in London and the South
East on 14 February, before a national roll-out.
Easier hopes the advertising, which cost around pounds 13 million, will
differentiate it from the 1,500 other property websites in its
Although much has been made recently of the difficulty of rising above
the clutter of dotcom advertising, Hallett said he was confident that
Easier would get the profile it was looking for.
’People say that there are lots of advertisers around, all battling in
the same sector, but surely it was ever thus. A few years ago the same
thing was happening with car brands. The well-funded players with
original ideas will do well. Some of the less well-funded and less
thought-out sites will fail,’ he said.
Easier, which expects to secure pounds 12 million in funding through an
AIM flotation, promises to eliminate commission costs for the house
buyer and seller.