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OnTheMarket to use Countrywide’s former marketing firm to execute ‘refresh’

Portal talking to agency to help spruce up its look and feel among both agents and consumers via a new TV ad.

Nigel Lewis

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

Link to Proptech NewsOTM 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.”

Read more about OTM.

Clarification

 

June 9, 2021

One comment

  1. Brand is everything, when we have a new client it is all we talk about, often Proptechs have a pure gold Saas solution but they fail to communicate what they do, so they are invisible to their target market. Again Jason Tebb is ‘communicating’ that he is open for business, more importantly what that business looks like.

    PR is not just minimising problems and saving the reputation of a person or company – its power for good, if done correctly it creates a focused beacon – telling all what you do, who its clients are, and what the ROI/reward is for aligning with them.

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