Antony Catalano, Travis Day and Simon Kent launch property marketing agency, Today
Antony Catalano’s grip on the real estate media market has tightened, with the official announcement he has invested in, and will chair, The Today Business.
Today will provide media planning and management, and marketing measurement to real estate businesses, and will be led by ex-Vizeum managing director Travis Day, and ex group director of Domain Media, Simon Kent. Former managing director of Domain Victoria, Trent Casson, will lead the residential arm of the business.
The investment in Today gives Catalano an unparalleled hold on the real estate advertising market. Since ditching Domain as CEO, Catalano has also invested in the Tomorrow Agency/ Media Plus – a creative and media agency for property businesses, which describes itself as “Domain’s largest client”.
Catalano is closing the loop on real estate advertising
Then, just last month, he purchased Fairfax’s regional newspaper assets, known as Australian Community Media, from Nine.
Speaking to Mumbrella after his purchase, Catalano denied suggestions he’s building a real estate roll-up to take on his former employer, Domain.
Instead, he said, it was about closing the loop.
“I actually thought at one time that Fairfax should actually buy advertising agencies in the real estate space [to] close the loop. Then you could independently advise your clients – imagine if Fairfax or Domain could have owned Tomorrow [the media agency Catalano has a stake in], but also sent money to REA [Domain’s rival]? You’re in the group, you’re in the network, you nurture the circle of interest in the category,” he told Mumbrella.
Now, having further closed the loop, Catalano said the new business, Today, brings together a number of his passions.
“I have a passion for property media and technology, but more importantly I have a passion for bringing together highly talented people to find solutions to industry problems,” he said.
“The unrivalled experience of our team, coupled with the products and services we offer, ensures we are ideally placed to maximise valuable marketing and advertising dollars and meet business and vendor objectives.”
The business will target all links in the property chain – from residential real estate agents to property developers – with a statement spruiking its software as a service and “best-in-class” digital marketing activation capabilities.
These capabilities can also be extended to “mum and dad” sellers, Casson explained.
Casson left Domain as part of an ‘operational review’
“We firmly believe that when the time comes to sell, mum and dad home owners should have access to the same sophisticated marketing practices ad a multi-national brand would when selling their products. The sale of a family home is likely to be the single most important transaction of their lives. We work with our agent partners to unlock this value for their clients,” he said.
Today said its technology will enable vendors, agents and developers to better optimise their media spend, with Day also pushing the agency’s accountability.
“The Today Business combines decades of media and property experience with our proprietary technology to take full advantage of today’s marketplace. We created Today because we believe there is a better way to manage, measure and align marketing efforts and business outcomes. Our approach is centred on accountable decision making for our customers, and value creation for theirs,” he said.
Day: Today is accountable
The agency is already working with Resimax Property Group, Caydon Property Group, Thirdi Group, Gibson Property Corporation and The Agency.
topics
Antony Catalano
Domain
Media Plus
Simon Kent
The Today Business
Tomorrow Agency
Tomorrow Agency/ Media Plus
travis day
Trent Casson
