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The Richards Group has won Bernhardt Furniture Co.’s $6 million account following a national review.
The Dallas agency is the first advertising partner in more than a decade for the Lenoir, N.C.-based company. Bernhardt had been handling creative in-house.
“Their defining need is to have a disciplined, well thought-out approach to develop new brand positioning and that’s how we won the business,” said Richards principal Dave Kroencke. Branding and positioning topped creative in importance during the review process, he added.
Previous advertising for the company has been primarily consumer-targeted print ads focusing on specific product lines offered by the upscale manufacturer.
“They really want to grow and maximize their business,” said Kroencke.
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