The Richards Group has defeated two other agencies to claim Pinehurst Co.'s $3 million consolidated account.
The Pinehurst, N.C.-based organization chose Richards in Dallas for a company-wide branding effort to promote its five golfing resorts.
"We as a company expect to grow and we are going to need the bench strength of a group like The Richards Group," said Pinehurst senior vice president of marketing Gregg Anderson.
"The full benefits of working with them won't be seen until the next fiscal year and from a creative standpoint not until the second quarter when most of our properties have their busiest season," said Anderson. "We hope to have a new look by then."
Price/McNabb in Charlotte, N.C., and Austin Kelley Advertising of Atlanta were the other two shops contending for the advertising account. All three agencies had previously worked with individual Pinehurst locations.
The resorts include the flagship property Pinehurst; The Homestead in Hot Springs, Va.; Barton Creek in Austin, Texas; Daufuskie Island in Daufuskie Island, S.C.; and Palmilla in Los Cabos, Mexico. Palmilla is under a separate management contract and its account will remain with Hamon & Stern Communications in Los Angeles.
The consolidation of Pinehurst's advertising follows the lead of parent company ClubCorp in Dallas. ClubCorp operates 243 properties and has begun promoting its brand over the individual sites, according to Anderson.