M&C Saatchi and its Walker Media affiliate have been added to the
roster of Cedant, the US-based conglomerate, with a pounds 10 million
brief to launch its property website in the UK.
The agency beat Abbott Mead Vickers BBDO and Ogilvy & Mather to the
assignment from Cedant, whose portfolio includes the Ramada and Howard
Johnson hotel chains, the Century 21 estate agency, the Avis car-rental
franchises and Britain’s NCP car parks.
M&C Saatchi’s task is to introduce Move.com, launched earlier this year
in the US with a dollars 100 million budget and now claimed by Cedant to
be the country’s second largest property site.
Move.com is being presented as a one-stop shop for consumers before,
during and after they move house. It includes property listings, advice
on schools, mortgages and information about the local community.
Nobody was available at M&C Saatchi to confirm the win, although the
agency is believed to be preparing an autumn campaign that will put
Move.com up against competitors such as Asserta and Rightmoves.
Move.com is one of a number of internet initiatives launched by Cedant
to put itself on the road to recovery after a financial scandal two
The company was sued by investors, including the California state
pension fund and two New York investment managers, after it disclosed
that accounting irregularities had inflated its revenue and pre-tax
profits by about dollars 500 million.