Richards Wins $25 Mil. CompUSA Account

DALLAS The independent Richards Group has won CompUSA’s $25 million advertising account after a review, the agency said.

The assignment includes brand and creative development, strategic planning and media planning, the Dallas agency said.

“The Richards Group showed us an unbelievable level of thoughts and insights regarding marketing positioning for our brand,” said Phil Jacobs, executive vice president and chief marketing officer for CompUSA. “We have numerous initiatives directed toward strengthening our position among technology consumers, and the agency will be a great fit for us as we move forward.”

Dallas-based CompUSA operates 230 stores in more than 90 major metropolitan markets across the United States and Puerto Rico that serve retail, small to medium-size businesses, corporate, government and educational customers and include technical service departments, the company said. CompUSA is owned by the Mexican holding company U.S. Commercial.

Facing a slump in personal computer sales, CompUSA is seeking to change its profile to a full-line consumer electronics store, according to analysts.

“CompUSA is an unsung hero in the growing technology industry,” said Brian Schadt, principal for The Richards Group. “More people rely on CompUSA than any other retailer as a lifeline that keeps their business and personal-enjoyment technology needs a top priority.”

Richards, founded by chief executive Stan Richards, is one of the largest independent agencies in the nation. The Home Depot, Chick-fil-A, Hyundai, Red Lobster, Motel 6 and Fruit of the Loom are among its clients.