Brand: Marsh & Parsons
Lead agency: Stretton & Stretton, Loveable, addmustard and The Kite Factory
London estate agency Marsh & Parsons wanted to grow its client base by 10%.
Simple enough - apart from London's worst property slump in a decade.
Stretton & Stretton defied the rules for estate agent ads - despite Marsh & Parsons' survival resting on the agency doing the right thing.
The strategy was based on a revelation. Nobody had clocked that sellers were just as anxious as stallers - people waiting for Brexit or the market to pick up.
The campaign focused on building emotional bonds rather than all-out sales.
Estate agents are among the UK's most disliked professions in the UK. The trick was to do the opposite of what the target audience saw as classic tactics.