BHS names Pablo Marvel as CMO

Luxury firm will pull back on its "Bold, Honest, Smart" campaign

TRD New York /
Feb.February 19, 2019 04:30 PM

From left: Bess Freedman, Pablo Marvel, Diane Ramirez, and Matt Leone (Credit: Credit: Center for Architecture , Brown Harris Stevens, and Halstead)

UPDATE, Feb. 19, 2019, 5:30 p.m.: Three months after being named CEO of Brown Harris Stevens, Bess Freedman is shaking up the 146-year-old firm’s marketing — again.

The luxury brokerage has tapped Pablo Marvel, son of Marvel Architects’ Jonathan Marvel — as its chief marketing officer. The move, which comes on the heels of the firm’s rebranding last year, was a strategic decision to differentiate between BHS and its sister company, Halstead. Both are owned by Terra Holdings, and until now shared a chief marketer, Matt Leone.

“You can’t win for both companies. I wanted someone focused on us,” said Freedman. “Listen, we had a very solid marketing department with really quality people,” Freedman said, “but Matt was constantly pulled between both companies and we are different brands.”

Marvel, who is 26, is a graduate of Dartmouth College and co-founder of Nova Concepts, a real estate marketing firm that specializes in the use of drone photography. At BHS, he will oversee marketing strategy in New York City, the Hamptons, Miami and Palm Beach. “He can do things to attract millennials and also keep it super high end,” Freedman said.

Earlier this month, Leone transitioned to a new role as chief brand and marketing officer for Halstead. Chairman and CEO Diane Ramirez said BHS and Halstead have “different visions of how we wanted to be projected into the world,” which led to the strategic shakeup. Leone called the move clarifying. “Now I know my singular focus,” he said. “There’s no more fog… this is my goal.”

Last year, both Halstead and BHS completed major rebranding projects with the help of designers from Pentagram.

Marvel was not involved in BHS’s rebranding, but Freedman said he’ll be involved in fine-tuning some pieces of that process. For example, she said, BHS will be pulling back somewhat from its “Bold, Honest, Smart” campaign, which some agents felt “went too far” and came off as “braggadocios” at times. Freedman said the slogan won’t be buried though it will be used more sparingly.

Correction: The original story misidentified Matt Leone as Diane Ramirez’s son-in-law.


Related Articles

arrow_forward_ios
Rachel Glazer (Credit: BHS)

BHS’ top Downtown agent jumps to Compass

BHS’ chief of tech, communications out amid internal shakeup

BHS’ chief of tech, communications out amid internal shakeup

Bess Freedman and Robert Reffkin (Credit: Studio Scrivo)

“Unequivocally not selling:” BHS accuses rival of stoking sale rumors

From left: the Ritz-Carlton, 32 East 1st Street, 560 West 24th Street, 301 East 80th Street and 32 West 85th Street

Five priciest homes new to market include 1897 townhouse

Ed Gilligan and 3 East 94th Street (Credit: Getty Images, Compass)

Don’t leave home without $21M: Amex exec’s widow sells townhouse

From left: Jed Wilder, Bess Freedman, Richard Grossman, Josh Sarnell and Adam Mahfouda (Credit: Emily Assiran) 

Agents to StreetEasy: The fee is too damn high

40 East 72nd Street (Credit: Google Maps)

Nightmare on E. 72nd Street raises question: Are small condos risky?

Jed Garfield of Leslie J. Garfield; Richard Grossman, president of Halstead Real Estate; Sarah Saltzberg, principal broker and CEO of Bohemia Realty Group; Douglas Elliman’s Howard Lorber

NYC brokers slam bias, promise action after Newsday exposé

arrow_forward_ios