$10 Mil. Trex Goes to Arnold

BOSTON Havas’ Arnold has won the Trex account following a review, according to Pile and Co., the consultancy here that oversaw the competition.

The shop’s office in McLean, Va., outpaced finalists Fitzgerald + Co. in Atlanta and McCann Erickson in New York, both Interpublic Group agencies.

“As the leader in composite decking, the Trex account is a huge growth opportunity for both of us,” said Ken Umansky, Arnold managing partner and executive director.

Trex president Andrew Ferrari added, “We feel Arnold has the vision to take the Trex brand to the next level, communicating Trex’s advantages to the consumer, contractor and channel partner.”

The client in Winchester, Va., has spent $10 million in domestic measured media in each of the past few years, according to Nielsen Monitor-Plus.

Carmichael Lynch, an IPG shop in Minneapolis, had handled the account for seven years, but did not participate in the review. The agency’s “Create your space” campaign for Trex debuted last year in national magazines.

That effort used photographs of actual decks built with Trex materials, viewed from the interiors of various houses. One ad showed a deck with a putting green, built to a golf enthusiast’s specifications. Another execution showed a leaf-shaped deck at the Minnesota Landscape Arboretum in Chaska, Minn.