Building a Brand Pulte Corp.’s Goal As It Seeks a Shop

Homebuilder Pulte Corp. is searching for an agency to help build its national brand name. Spending is estimated at $3-5 million.
“It’s a big enough category that there should be some [brand] recognition,” said Jim Lesinski, Pulte’s vice president of marketing.
Previous experience in the industry is not required. Lesinski said he is particularly interested in agencies with proven packaged goods or auto sector acumen. He is looking for an innovative approach to the category. “We want to be leading-edge, not followers,” he said.
The two-stage review will not be limited to the Midwest. A decision is due in March.
The Bloomfield Hills, Mich.-based company has operations in 27 states, Mexico and Puerto Rico.
–Jenn Godd