DALLAS Portable On Demand Storage — better known as PODS — will be keeping its creative and strategic planning business at independent The Richards Group here following a review.
TV and print are slated to launch before year’s end, with digital elements to follow shortly thereafter.
Ad spending for PODS has been on the rise, with the client’s measured media outlay totaling $8 million through the first half of 2009, double its entire ad spend for all of last year, per Nielsen.
Agency principal Dale Hruby said the win was notable because PODS is an “iconic brand” in the moving and storage industry with “phenomenal” potential for growth.
PODS CMO Christine Pierce said the shop’s reputation for using consistently high-quality creative to build brands precipitated its selection.
Richards has been quiet of late in terms of new business, though it did dodge a major bullet as 2008 drew to a close, hang onto its $580 million Home Depot assignment. The shop’s highest-profile creative work has been its Bridgestone Super Bowl push starring Mr. and Mrs. Potato Head.
In the recent past, PODS had used various shops such as 22 Squared, Zehnder Communications, M&C Saatchi and Allen & Gerritsen for creative chores. Starcom continues to handle buying duties.
PODS was founded in 1998 and provides moving and storage services to consumers in the U.S., Canada and Australia. To date, the company claims to have completed more than 200,000 long-distance relocations and exceeded 1 million deliveries with nearly 138,000 PODS containers in service.