DALLAS The Richards Group has won the ad account of TV Guide; the shop estimated spending at $20 million.
The agency won creative, strategic and media duties for the New York-based division of Gemstar-TV Guide International in a review that included undisclosed national contenders.
The Dallas independent agency will handle work for TV Guide magazine, TV Guide Channel, TV Guide Interactive and TV Guide Online.
"We were impressed by their culture, outstanding work and strategic thinking that is right on target for our brand," TV Guide Publishing Group president John Loughlin said in a statement.
An increase to $20 million would be a significant spending jump for TV Guide; the client spent $250,000 in 2002, according to CMR.