$65 Mil. Zales Account Shifts to Richards

DALLAS Zales Jewelers said it has hired independent The Richards Group here to handle creative and media duties without a review.

Zales spent $65 million on ads in 2004, according to Nielsen Monitor-Plus. Publicis in Mid America, also in Dallas, previously held the account.

Agency founder and creative director Stan Richards credited recently hired consultant Liener Temerlin with helping to land the business. Temerlin, former chairman of Interpublic Group agency Temerlin McClain (now TM Advertising) in Irving, Texas, began working with Richards in February.

“Liener Temerlin was a valuable contributor in our discussions with Zales and will be a continuing part of the relationship,” Richards said. (Both Temerlin and Richards have worked on the Zales account in the past.)

The Irving, Texas-based client operates more than 760 stores and registered sales of $1.1 billion in 2004.

“Zales is one of the great American brands and an industry leader,” said Scott Crockett, the Richards principal who will lead the account.

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