Rightmove changes tack to laud “the renter”

Property site Rightmove seems to be aiming at a new market – renters. Quite unusual in property-obsessed Great Britain but maybe property-owning has lost some of its lustre as thousands of leaseholders face ridiculous bills to fireproof “their” properties when, actually, it’s the villainous developers’ fault.

So agency Fold7 depicts a winning renter as someone exercising choice rather than unable to buy.

Not wholly convinced but it’s a lively effort from Fold7.

MAA creative scale: 7.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.