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The Richards Group has resigned its advertising duties for The Pinehurst Company, after the client failed to come up with a branding budget for 2001.
The golf resort operator, based in Pinehurst, N.C., had originally planned to support a unified branding campaign for its five properties, with an estimated budget of $3 million.
“[Richards] did some projects and one-offs that were successful for us,” said Pinehurst senior vice president of marketing GreggAnderson. “But we were not using them for the original purpose oftaking all the properties into one agency.”
Anderson said a review was conducted last summer in anticipation of abranding initiative, but funds were never allocated for thatpurpose.
Pinehurst’s individual properties will continue to work with their separate agencies, including Price/McNabb in Charlotte, N.C.,
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