Looking for a fresh approach in ads for home building, Pulte Corp. selected an agency with no experience in the category.
D'Arcy Masius Benton & Bowles, Detroit, was awarded the $3-5 million account from the Bloomfield Hills, Mich., client following a review. The two other finalists in the review were not disclosed.
Pulte's vice president of marketing, Jim Lesinski, said D'Arcy was selected for its reputation for building brands as well as the enthusiasm with which it approached work for the client. The agency's ability to service the account nationally was another advantage since Pulte has many regional offices, he said.
D'Arcy's first work is expected to break this summer.