DALLAS-The Richards Group has been selected to handle the $10 million-plus creative account of Labor Ready Inc., the nation's largest provider of temporary manual workers.
The Tacoma, Wash. based personnel service will launch its first national advertising campaign next month. The effort will involve television, radio, print and direct mail components.
Western International Media will be responsible for planning and placement.
The campaign, employing "Dependable temporary labor" as a tagline, will brand Labor Ready as the most reliable and only national source of temp manual workers.
"Labor Ready is an incredible success story. They focus on a vast, under-served market by successfully meeting both the needs of the employer and the workers," said David Hall, principal for The Richards Group, in a statement. "We are thrilled to have the chance to communicate their strengths and look forward to helping them build an even stronger brand."
"Labor Ready has reached an enviable point . . . in which economies of scale allow us to launch and benefit from a national advertising campaign," said Glenn Welstad, the company's chairman and chief executive officer.
Labor Ready plans to open 200 new offices next year. It currently has 687 locations in 46 states, Canada, Puerto Rico and the U.K. The publicly owned company reported revenue of $616 million for the first nine months of this year.