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Richards/Carlberg Adds RiceTec Brands

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DALLAS Richards/Carlberg, created via The Richards Group's acquisition of Rives Carlberg, has landed RiceTec, a client that produces several rice and pasta products.

Houston-based Richards/Carlberg will handle print and online advertising and public relations activities for the company's RiceSelect line that includes Texmati, Jasmati, Kasmati, Risotto, Sushi, Chef's Originals and Royal Blends, as well as pasta products marketed as RiceSelect Couscous, Orzo and Shells.

"I have been a loyal Texmati consumer for years," said Chuck Carlberg, principal of Richards/Carlberg. "RiceTec is an innovative leader in the rice category."

Heretofore, RiceTec has been a modest advertiser, spending less than $50,000 on ads in 2006, per Nielsen Monitor-Plus.

Dallas-based Richards and Houston-based Rives Carlberg, both independents, joined forces this year. With billings of more than $1 billion, Richards ranks among the nation's largest independent agencies. Rives Carlberg, with billings of $45 million, had served regional clients, including The Houston Chronicle, Hewlett-Packard, Rheem Air Conditioning and Texas Surgical Associates.

The agency gained its independence in 1986 when Young & Rubicam sold its stake to founder and general manager Chuck Carlberg. Y&R was one of several major agencies to leave Houston in the oil bust of the late 1980s.