Purplebricks is this summer starting a £7m campaign in a bid to to increase market share, using a new media partner.
The UM company was appointed by the agency after a three month process, and will work with the Purplebricks marketing team to develop data-driven regional and national marketing and brand strategies.
Purplebricks - which now describes itself as “the UK’s leading tech-led estate agency” - will in June begin a campaign worth around £7m with UM at the helm. This is thought to be one of the largest agency advertising campaigns in recent times.
The agency’s chief marketing officer, Ben Carter, says: “93 per cent of all house and flat sales are still done on the high street so there is significant opportunity for us to transform the property sector.
"We will be working very closely with UM to develop a data-driven media and brand strategy that gets more UK house sellers and buyers using Purplebricks.”
UM operates in around 100 countries and already works with prominent brands such as Johnson & Johnson, Spotify, Fuller’s Brewery, ExxonMobil, The Economist, Premier Inn, FitBit and AMEX.
Simon Taylor, managing partner at UM London, says: “The disruptive model and technology that Purplebricks offers is a perfect fit with UM’s forward-thinking marketing approach. We are delighted to be joining forces to accelerate their business growth and through a data-led and audience-first approach to media.
“During this pitch process, we were determined to prove that UM’s futureproof proposition, as well as our first-class planning solutions, both nationally and locally, makes us the ideal progressive agency partner for Purplebricks.
“We are excited to see what lies ahead for this partnership and can’t wait to get stuck in."
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With all this hype, who will point out the very considerable shortcomings of this organisation?
No more shares to sell, no more £30mil TV campaigns!
It doesn't matter how much is spent on brand awareness if the message isn't engaging and, the mass medium of TV advertising doesn't allow brands to develop a message. That aside, there is a growing army of consumers that wilfully choose not to see advertising.
Plenty of agencies are willing to splash the cash, but return on media investment is never shared externally.
Is this the market share that said they would already have by now? I’m confused.
Chris Arnold you are 110% correct, 72% of consumers 'buy' off a friend's recommendation that is why Influencer marketing is so huge, a person you follow and trust, rather than an advert that you never see on Youtube etc as you pay never to see them. Purplebrick's technology credentials are pretty thin too if they are going down the 'UK's leading tech led agency' route as CBRE which turns over $23BN annually might have something to say about usurping that title. A better title might be estate agent lite, tech lite, a service that delights neither the digital native or the service hungry consumer. With the annual accounts out soon, will that £7M spend eat all of the their profit for the year? I think it will be a close run thing.
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