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In yet another sign that the lines between “advertising” and “public relations” agencies continues to disappear, Mullen, an agency more known for advertising than public relations, has been named lead agency for Century 21 Real Estate’s public relations and social media.

Burson-Marsteller previously held the account and participated in the pitch. The other finalists for the PR business were Kel and Partners, and Shift Communications, PRNewser has learned.

“The opportunity to connect in a meaningful way with consumers through social media channels is unlimited for a brand that is in the business of building relationships with homebuyers and sellers,” said Edward Boches, chief social media officer at Mullen in a statement.

AgencySpy reports that MRM Worldwide was named lead agency for national advertising.

“With 90 percent of consumers searching the Web for homes, we believe that MRM and Mullen provide a powerful combination to enhance our capability to connect with consumers online,” said Bev Thorne, senior vice president, marketing, Century 21 Real Estate in a statement.

Both Mullen and MRM are IPG owned shops.