The Works has continued its strong new business run in 2014, winning Fairfax Media's real estate business Domain.
The real estate division is one of the core pillars of Fairfax's future strategy and has been one of the company's most successful examples of digitalising the former “rivers of gold” classified advertising.
Domain faces a huge task competing against News Corporations rival REA Group which has been hitting the market hard in recent weeks with its campaign by BWM featuring Arnold Schwarzenegger.
The Works picked up the account from Whybin TBWA after a pitch involving six other agencies, as reported by AdNews in June.
Douglas Nicol, creative partner of The Works said: “The Domain brand is undergoing an exciting chapter of its development and it's excellent to be working with a client who has such strong market presence backed by great commercial drive.”
Matt Siddons, marketing director for Real Estate Fairfax Media added: “The Works demonstrated a thorough understanding of our business and what it will take to achieve our goals; they impressed us with their commitment towards creativity at the forefront of their thinking.”
Fairfax CEO Greg Hywood highlighted the importance of Domain's growth in the company's full year results released earlier this month.
“Domain continues to increase its penetration across Australia and is seeing impressive growth in the number of sales leads generated for real estate agents, up 43% in the key market of Sydney and up 32% nationally,” Hywood said.
“Domain had more than 8,550 agent subscribers at the end of the financial year, which was 12% higher than the prior year, representing approximately 80% market penetration.”
Other wins for The Works this year include the NRMA, Tetley, Sunbeam, Michelle Bridges and Keno.
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