Goodman Awards Creative, Media to Richards

DALLAS Goodman Manufacturing Company has selected The Richards Group to handle its advertising account, the shop said.

The Dallas independent agency picked up creative, media and strategic planning duties following an informal review, the client said. Goodman had previously used shops on a project basis in the Southwest and Southeast.

Houston-based Goodman manufactures air conditioning, ventilating and heating appliances that are sold under the banners of Goodman Air Conditioning and Heating and Amana Heating and Air Conditioning through distributors to dealers.

The agency will create both trade and consumer advertising. Ads targeted at dealers for Goodman and Amana will run in trade publications, client director of marketing communications Courtneye Barrett said.

Goodman will not target consumers directly. Instead, dealers will pay for and place their own consumer advertising. Richards will create newspaper print ads for both brands that can be customized for dealers. The shop will also create a customizable radio spot for the Amana brand.

“Amana has tremendous equity in America and they decided it needs to be more visible,” said shop principal Jim McGhee. “And Goodman also is a terrific product and they decided it also needs to be more visible.”

Richards lost the residential ad account of competitor Trane HVAC Systems & Equipment last year. Barrett said Goodman “admired the work [Richards] had done in the past in our industry and thought [the shop] would be a good match.”

Billings are undisclosed. TNS Media Intelligence/CMR does not list advertising expenditures for Goodman last year. Goodman licenses the Amana trademark from Maytag Worldwide.