Plumb Assignment




American Standard Consolidates Wares Of Plumbing Unit at The Richards Group
DALLAS–American Standard Cos. shifted advertising for its plumbing products from Carmichael Lynch, Minneapolis, to The Richards Group here without a review.
Richards has handled advertising for the Piscataway, N.J.-based client’s Trane and American Standard residential air conditioning products since 1991. Those brands have been promoted with a mix of television and print advertising.
“We believe it makes sense to consolidate our marketing communications with one agency and that working with The Richards Group will help build a stronger household brand for American Standard,” said Jeanette Long, manager of marketing communications for U.S. Plumbing Products, a division of American Standard.
Richards principal Jim McGhee said budgets are still being discussed, but the account will involve heavy print advertising for products ranging from whirlpools and baths, to faucets, sinks and toilets.
“We’re looking forward to helping combine and leverage the separate equities that American Standard has built in plumbing and air conditioning,” McGhee said.
The company’s plumbing products are marketed under several brand names, including American Standard, Porcher and Absolute.
According to McGhee, Carmi-chael Lynch recently completed a new print campaign that will be used by the client through the fall, when The Richards Group will introduce its first advertising.
American Standard recently released its 1997 sales data, which credited plumbing products with a 5 percent increase to $1.4 billion. The company attributed the growth, in part, to improved sales through major home improvement retailers like The Home Depot, also a client of The Richards Group.