Centex Wants to Build Brand

Centex Homes here has initiated discussions with four undisclosed agencies about a possible national branding initiative, the company said last week.
Doug Stempowski, vice president of sales and marketing for the home builder, said the company was discussing the project with full-service nonroster shops and plans to finish the review by mid-October.
Stempowski added that the company was in the exploration stage and would determine whether to move forward with the initiative after finishing agency discussions.
Currently, Centex uses multiple agencies around the country to develop market-specific print and outdoor advertising. Rosenberg Advertising handles work for Centex in the Dallas area.
Potential billings for the new branding assignment are undisclosed. Competitive Media Reporting showed just over $3 million in major media expenditures for the builder in 1996.
Centex is asking agencies to make recommendations about how to reach customers outside of the print arena. Stempowski did not say if television and radio advertising would be likely additions to the client’s marketing efforts.
One possible component of the winning agency’s branding assignment could be marketing homes built under the Fox & Jacobs banner, which Centex has re-introduced in the Dallas market.
Centex Homes, a division of Dallas-based Centex Corp., has operations in 52 metropolitan markets in 20 states. Centex Corp. also is involved in the financial services, investment real estate, and contracting and construction fields.