OnTheMarket has engaged Countrywide’s former marketing firm to lead a brand refresh for the portal including a new logo that will then inform its future TV advertising and other promotional activity.
Aylesworth Fleming, which recently changed its name to AF Oliver, has for several decades been one of the leading communications firms serving the property industry including Countrywide but also many of the big builders including Taylor Wimpey, Linden and Balfour Beatty Homes.
OnTheMarket says AF Oliver is to focus on a brand refresh, work that will later inform its website, television and radio advertising, posters, social media and digital advertising campaigns.
The London-based marketing, communications and PR firm got the work despite being critical of OTM in the past.
In a blog still live on its website published in 2015, an anonymous author said: “It’s no secret that the Agents’ Mutual master plan was to break the duopoly of the Big Two but I believe they are playing a dangerous game.
“They need to achieve critical mass very quickly indeed otherwise they offer a competitive advantage to those agents that chose not to sign up.”
Root and branch
OTM CEO Jason Tebb (pictured) says: “As one of my priorities on joining the business, I conducted a ‘root and branch’ marketing and communications review.
“This led me to conclude that the OnTheMarket brand, marketing and PR execution would benefit from a new approach.
“In a competitive space, understanding who we are as a brand from the consumer’s perspective is crucial to gaining and retaining user engagement, which in turn creates a platform for our advertisers’ brands from which to create leads.”