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IT Alliance Selects Richards

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DALLAS The Richards Group has been awarded the $5 million advertising account of the Information Technology Solution Providers Alliance (ITSPA), a nonprofit group of IT companies, the shop said.

The Dallas agency won strategic and creative duties without a review. The Piland Media Group in Dallas is handling media.

Richards is charged with developing a national brand campaign to advertise ITSPA's primary mission of helping small and medium-size businesses (SMB) find local solution providers who can help them adopt new technology.

"What we're trying to do at ITSPA is to build a recognizable brand identity that is understandable for the 40,000-50,000 IT solutions providers nationwide," said association representative Jim Van Orden.

The Dallas organization was launched earlier this year with an operating grant from Hewlett-Packard.

Richards will break a print campaign this fall in national magazines like Time, Newsweek and Sports Illustrated. The effort will target executives at SMB businesses and industry analysts.