$10 Mil. Trex Mulls 6 Contenders

NEW YORK Six semifinalists will compete for the estimated $10 million ad account of Trex, a manufacturer of building materials made from a mixture of reclaimed wood and plastic.

In the hunt are: Havas’ Arnold in McLean, Va.; Interpublic Group shops Fitzgerald + Co. in Atlanta and McCann Erickson in New York; WPP Group’s Young & Rubicam, also in New York; and independents Marc USA in Pittsburgh and Trone Advertising in High Point, N.C.

Pile and Co., the consulting firm in Boston that is guiding the process, confirmed the list of contenders and said finalists would be chosen in mid-July, with a decision expected shortly thereafter.

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

Carmichael Lynch, an IPG agency in Minneapolis, has handled the account for seven years, but is not participating in the review.

Both creative and media chores are up for grabs.

Carmichael last year unveiled work for the client introducing the tagline, “Create your space.” That theme replaced “Deck of a lifetime,” which had been running since the Minneapolis agency’s initial work for the client broke in March 1999.

The recent print-based effort used photographs of actual decks built with Trex material as viewed from the inside of various houses. One ad showed a deck with a putting green, built to a golf enthusiast’s specifications. The headline: “The only thing that should be standing between you and your ultimate deck is a sliding glass door.” Another execution showed a deck at the Minnesota Landscape Arboretum in Chaska, Minn., in the shape of leaves and the headline, “A 20′ x 35′ extension of you.”

The campaign ran in national magazines.