American Standard's U.S. Plumbing Products division has moved its advertising account back to Carmichael Lynch in Minneapolis from The Richards Group here.
Richards, which re-tains its work for the firm's American Standard and Trane residential air conditioning systems, picked up the plumbing business earlier this year without a review [Adweek, March 30].
When the account was shifted, the client said it would use work produced by Carmichael through the fall. Richards developed some interim print ads using strategies developed by Carmichael but had not yet launched its own campaign, said a representative at the Dallas agency.
Carmichael projected annual billings for the account at $7 million. The agency, which said it won the account after a brief review that included The Richards Group, has begun work on a new campaign that will break in spring 1999.
Client representative Jeannette Long could not be reached at press time, but said in a statement: "Carmichael Lynch impressed us with its depth of thinking and an integrated marketing approach. The agency clearly understands our business and demonstrates a genuine passion for its work."
In March, Long said she hoped consolidating at Richards would "help build a stronger household brand for American Standard."
Richards has worked on the client's Trane and American Standard residential air conditioning products since 1991. Carmichael initially won the plumbing account in 1993. During its five years of work, the agency produced award-winning print advertising for the company.