Southern Pine Council Selects Agency

DALLAS The Hauser Group has picked up the advertising account of the Southern Pine Council, the client said.

The Savannah, Ga., agency won the duties following a review that included finalists Loeffler Ketchum Mountjoy in Charlotte, N.C., and Steele + Marketing in Atlanta, according to client director of communications Richard Wallace.

“Hauser has many years of experience in the homebuilding products industry and clients have helped them clearly understand the homebuilding industry,” Wallace said.

The council, which is a promotional body comprised of the marketing arms of the Southern Forest Products Association and the Southeastern Lumber Manufacturers Association, has been handling its advertising in-house.

That work has been trade-oriented advertising, but Hauser’s initial campaign will be the group’s first consumer effort in three decades. The campaign, which is being planned to break in mid-2004, will likely include radio and print.

“We want to build a preference for Southern Pine lumber over competing materials like plastic, concrete and competing softwood species that are imported from countries like Germany and Austria,” Wallace said.

He said the Kenner, La.-based organization hopes the effort will encourage consumers to choose Southern Pine when they are buying wood from lumber retailers and when they are working with builders for projects like decks, paneling and framing.

Annual billings are undisclosed.