The Richards Group leveraged its retail experience and a relationship with a former Home Depot executive to win broadcast creative and media duties for Gander Mountain, a chain of outdoor-goods stores. The Dallas shop contended in a review for the media portion with the retailer’s broadcast-media incumbent, Cash Plus, a subsidiary of Interpublic Group’s Campbell Mithun in Minneapolis. Gander Mountain’s new CEO, Mark Baker, worked with the winning agency when he was COO of Home Depot, a Richards client. Bloomington, Minn.-based Gander Mountain, which will continue to handle print media in-house, spent $3 million on media through October last year, according to CMR.
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