RICHARDS GROUP WINS STAINMASTER CARPET AD ACCOUNT

Marketer Spent $10 Million on Ads in 2004

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NEW YORK (Adage.com) -- Stainmaster has awarded its creative and media-buying and -planning duties to Dallas-based independent Richards Group, the agency said.
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BBDO RESIGNS STAINMASTER ADVERTISING ACCOUNT
Carpet Marketer Begins Search For New Agency

Longtime incumbent BBDO, New York, a part of the Omnicom Group, resigned the account earlier this year, sparking a review. Richards Group beat out independent Doner, Southfield, Mich.; Interpublic Group of Cos' Martin Agency, Richmond, Va.; and two Omnicom shops, GSD&M, Austin, Texas, and Martin/Williams, Minneapolis.

Spending has diminished
Invista, which bought Stainmaster and other brands from DuPont last year, spent about $10 million on the carpet brand in 2004, according to TNS Media Intelligence. Executives familiar with the marketer said that spending on the brand has diminished since it was launched by BBDO in 1986.

"The Stainmaster brand is a marketing icon. With all the buzz these days about home renovation, remodeling and decorating, it's a great time to be working on this brand," said Pete Lempert, principal for Richards Group, in a statement.

An agency spokeswoman did not know when new creative will break.

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