REDC is an American property auction company that specialises in selling off repossessed homes. Its first UK auctions take place this week in five locations throughout the country.
REDC is targeting UK consumers buying at auction with national press, local press, television and outdoor ads.
And the pre-launch has been very eventful too with a number of UK media owners, such as The Sun and Reuters Screen advertising, refusing to carry REDC ads.
The company has been seen as controversial due to the economic pressure on the UK. The Sun would not allow REDC to run in front half display positions while Reuters, would not allow REDC to run on its digital screen at Canary Wharf.
It is believed this decision is related to the sensitivity towards the banking job losses and plummeting property prices in the immediate vicinity of the screen.