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RV GROUP DRIVES BUSINESS TO RICHARDS GROUP

New Ads to Show How Vehicles 'Enhance Life's Passions'

By Published on .

DETROIT (AdAge.com) -- The Recreational Vehicle Industry Association, Reston, Va., tapped Richards Group, Dallas, as its new agency of record.

The creative and media account is worth $40 million over three years, but the client told AdAge.com the budget may be increased.

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incumbent Eisner, Chicago, which was in the final round, will continue through September. Ads from Richards will arrive in January.

Gary LaBella, vice president of advertising at the trade group, said the 2003 creative will reflect a new strategy: that RVs can enhance your life's passions. The current ad theme focuses on families.

He said a 70-member review panel heard presentations March 6 from the contenders. The others participants were WestWayne, Atlanta, and Martin, Richmond, Va.

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