Ryland Homes, a national builder, has selected Michael Walters Advertising here and its public relations arm, The Network, for what the agency estimated to be a $4 million account.
Ryland's North Region, with offices in Schaumburg, Ill., conducted a review that involved seven other agencies, including Chicago shops Keroff & Rosenberg, Stephens & Tate and Brian Keith Advertising, a Ryland representative said. Ryland builds about 3,000 homes a year in the region.
MWA, which will also handle media buying, will develop TV, radio, print and outdoor work appealing to potential homebuyers' emotions, said Ken Labowske, MWA's president. Initial print work employs the headline, "Sugar and spice and everything nice." --Trevor Jense