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Online Exclusive: Account Action

ZALES AWARDS $60 MILLION AD ACCOUNT TO RICHARDS GROUP

Jewelry Retailer Moves Account From Publicis Dallas

By Published on .

NEW YORK (AdAge.com) -- Zales Jewelers has awarded its $60 million creative and media-buying and -planning account to independent Richards Group, Dallas.
Zales' ad account had been with Publicis Dallas.

The account, which had been with Publicis Groupe’s Publicis Dallas, was moved without a review.

Liener Temerlin
In a release, Richards Group principal Stan Richards credited Texas ad legend Liener Temerlin, recently hired as consultant, with help on landing the business. Mr. Richards called him a “valuable contributor in our discussions with Zales and will be a continuing part of the relationship.”

Richards’s first assignment is to apply its branding process to Zales, after which it will design creative. An agency spokeswoman didn't know when new work would be ready.

$1.1 billion in revenues
Zales, the flagship of the Zale Corp., operates 765 stores in 50 states and Puerto Rico. The chain accounted for $1.1 billion, or 47%, of the company’s revenues in 2004.

The retailer spent more than $61 million on measured media in 2004, according to TNS Media Intelligence.

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