High-Water Mark for Richards

Boaters, Anglers Assign $6 Mil. Account
DALLAS–The Richards Group has netted the $6 million account of the Recreational Boating & Fishing Foundation.
The nonprofit organization, based in Alexandria, Va., awarded its inaugural advertising contract to the Dallas shop after reviewing presentations by Austin Kelley Advertising in Atlanta and Loeffler Ketchum Mountjoy in Charlotte, N.C.
Pile and Co., the Boston consultancy, conducted the review.
“The Richards Group offers RB&FF’s stakeholders exactly the right combination of skills–creative, media, strategic–to enable us to build an exceptional national campaign,” said foundation president Bruce Matthews.
The campaign aims to increase the awareness of the values associated with the American traditions of boating and fishing. Those are values that agency founder Stan Richards holds dear.
“I have always believed that a day on the water adds a day to your life,” said Richards. “Certainly there’s a connection that happens between families and friends when they’re boating and fishing. We want to communicate that.”
The account assignment is subject to approval by the RB&FF board. RB&FF was formed in 1998 to promote aquatic preservation. K