Campaign details

Brand: Marsh & Parsons
Lead agency: Stretton & Stretton, Loveable, addmustard and The Kite Factory

Campaign Overview

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.

Strategy

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.

Creativity