Furniture Retailer Taps Anderson

Charlotte Agency Wins Expressions’ Creative, Media Assignments
ATLANTA–The Charlotte, N.C., office of Anderson Communications Group has been named agency of record for Expressions Custom
Furniture, a retail subsidiary of Century Furniture of Hickory, N.C.
Total capitalized billings for the first year are estimated at $4 million, according to the agency, which maintains its headquarters in Hilton Head, S.C.
Anderson will be responsible for strategic planning, branding, database marketing, promotional support and franchise development. Creative executions will include print, broadcast, direct mail, collateral and Web site design.
Anderson will handle corporate media buys as well, with stores owned by franchisees having the option of using the South Carolina shop or an agency of their choice.
According to client vice president Bob Berman, the furniture retailer spoke with about a dozen agencies both inside and outside the Carolinas before narrowing the field to three Charlotte finalists. The other two agencies were Doggett Advertising and Lippi Advertising. Geography was key to making the first cut.
“I want a hands-on [agency that] can serve my needs immediately,” said Expressions marketing director Julia Crowson. Hickory is 55 miles from Charlotte.
“We were looking for the most creative agency we could find to separate us from all the noise that’s common in the furniture business,” Berman said about the final agency decision. “Anderson blew the competition away with their creative ideas and strategy.”
“I think that Expressions is a unique furniture product that’s targeted to upscale families, primarily women, and we’ve developed a pretty good niche at marketing to the affluent,” said Anderson president Jeff Cox. “We have clients like Executive Jet, Hilton Head Island; we do high-end real estate developments. I think that really showed when we went to bat . . . I think overall we showed that we understood that it’s not just an ad assignment. Its about helping them grow their company.”
Expressions, which has 46 stores in 24 states from coast to coast, has annual sales of more than $50 million. One of the company’s goals is to open stores in larger markets like Atlanta and Chicago.