CHICAGO The Richards Group has bested three other finalists, including the incumbent, to win the National Pork Board's $10 million account, the client and agency said.
The Des Moines, Iowa-based board selected the independent Dallas shop over the incumbent, Interpublic Group's Campbell Mithun, Chicago, and independents Barkley Evergreen, Kansas City, Mo., and Periscope, Minneapolis. The review began in April.
"We were attracted to The Richards Group's proven track record for building and reigniting brands and producing highly creative work that stays consistent over time," said Jeff Hartz, director of marketing and communications for the National Pork Board, in a statement.
Campbell Mithun, formerly the Chicago office of Bozell, developed the Pork Board's long-running tagline, "Pork. The other white meat."
A new advertising campaign is expected to launch in March 2005.
However, the future of the account is questionable. The U.S. Supreme Court in May agreed to hear a case regarding the constitutionality of the mandatory checkoff that funds programs such as the National Pork Board's. Groups have argued that the mandatory nature of the checkoffs violate their free-speech rights.
A decision in the case is expected in the first half of 2005