$10 Mil. Carpet Account Goes to Richards

DALLAS Stainmaster has awarded The Richards Group its $10 million advertising account after a review, the agency confirmed.

Omnicom Group’s BBDO in New York resigned the account in March.

Other contenders included Omnicom’s GSD&M in Austin, Texas, and Martin/Williams in Minneapolis; independent Doner in Southfield, Mich.; and Interpublic Group’s The Martin Agency in Richmond, Va.

Richards principal Pete Lempert will head the account at the Dallas independent.

“The Stainmaster brand is a marketing icon,” Lempert said. “With all the buzz these days about home renovation, remodeling and decorating, it’s a great time to be working on this brand.”

The acquisition is the fourth win out of five completed reviews this year for Richards. Last year, the agency won 54 percent of its pitches.

“We selected The Richards Group as the agency of record for the Stainmaster brand because of their strategic insights and differentiating creative,” said Steve Griffith, vice president, residential flooring at Stainmaster’s corporate parent Invista.

DuPont sold some of its subsidiaries, including Stainmaster, to Invista, Wichita, Kan., in 2004. BBDO cited differences with the new owners in resigning the account.