Centex Taps Temerlin

Temerlin McClain topped two other Dallas-area shops last week to earn corporate agency of record duties for Centex Homes.
Also competing for the business were The Richards Group and DDB Needham. The decision capped a review that Centex executives first acknowledged last month.
Dennis McClain, president of Irving, Texas-based Temerlin, said the agency’s charge is to create “both demand and brand awareness on a national scale” for the builder. Centex did not previously employ a corporate agency.
Billings for the account–expected to involve national print and possibly television–are being negotiated. Sources said Centex spends as much as $2-3 million annually in top markets like Dallas/Fort Worth.
Centex bills itself as the nation’s largest builder of single-family homes, with 270 communities in 52 markets covering 20 states. It employs several agencies, including Dallas’ Rosenberg Advertising, to handle local-market advertising.
Centex also builds homes under the Fox & Jacobs banner.
In a statement issued last week, Centex president and chief executive Tim Eller said, “Our goal is to focus on brand positioning for Centex and Fox & Jacobs homes that will complement and support current advertising efforts in individual Centex divisions and markets.”
It was not clear if a new budget had been established for the national branding work or if some local market funds would be rerouted.
Eller also cited Temerlin Mc-Clain’s experience in “retail-oriented, service-driven industries” as a factor in its selection.
Centex Homes is a division of Dallas-based Centex Corp. The parent company also has interests in investment real estate and financial services contracting.