LOS ANGELES-McCann-Erickson here has captured the ad account of Fleetwood Homes after a review.
Billings are $15 million, according to industry estimates.
A list of nine contenders had been narrowed last month to three: McCann, DDB Needham in Los Angeles and The Persuasion Group in Venice, Calif. Those shops then made strategic presentations to the client.
The Riverside, Calif.-based company previously worked with agencies on a project basis, sources said.
"There is a strong emotional component involved [with the homes]," commented McCann executive vice president and managing director Hank Wasiak. "We have empathy with what the homes mean to the consumer, and we want to help create a brand," he added. "McCann is truly excited about the assignment."
The agency will be responsible for developing a fully integrated marketing program that includes creative chores, media planning and buying, direct marketing, sales promotion, interactive and new media. New work should break early next year.
"Fleetwood has chosen to approach this new era in housing [by] marketing deliberately and aggressively," said John Pollis, vice president of marketing for Fleetwood. "McCann is the right agency with which to build a communications partnership that will drive us into the next century," he added.
Fleetwood Enterprises, parent company of Fleetwood Homes, makes manufactured houses, motor homes and recreational vehicles through its 28 manufacturing centers in the U.S.