Arrives at Richards

DaimlerChrysler Assigns Another Account to Dallas Agency
DALLAS–The Richards Group believes the maxim that behind every cloud is a silver lining after acquiring the account of last week.
The award of that multimillion dollar advertising account–the online automotive financing arm of DaimlerChrysler–comes eight years after the Dallas agency failed to win the Mercedes-Benz account, another DaimlerChrysler company, in a competitive review.
The silver lining from that earlier review turned out to be Steve Cannon, now director of marketing for
“During the process of all our work for Mercedes, we met a young man who we liked a lot,” said agency head Stan Richards. “He was very helpful in coordinating the activities of the five finalists.”
The agency maintained contact with Cannon and “when he joined, he remembered us in a very positive way,” said Richards. “He called us and we were able to put together a relationship in short order, and so we’re already hard at work.”
Said agency principal Dick Murray, “He brought his management back and we put on a full capabilities presentation, which included our spherical branding process . . . They were all in agreement with Steve’s recommendation and there we go.
“It was one of the shortest courtships of all time.”
The Roanoke, Texas-based client started operations at the beginning of this year. The online site provides financing for any make or model car, enabling consumers to walk into dealerships with financing in hand and negotiate from a position of strength.
The Web site promises customers loan approvals within minutes and “a check in the mail tomorrow.” The site is branded with the tagline, “Your loan. Your car. Your way.” is the second piece of DaimlerChrysler business acquired by The Richards Group this year. The agency recently won the $10 million account of Freightliner., a division of DaimlerChrysler that manufactures heavy trucks.
Annual billings for the account were not disclosed. “It will be a multimillion dollar campaign competitive with the other introductions happening hourly,” said Murray.
“Giggo” was chosen by Daimler as a name because “people thought it had a nice, kicky sound to it, and it could be a springboard to other financial services,” said Murray.