HomeVestors Hands Media to Richards

DALLAS HomeVestors of America has hired Richards Media to handle media buying and planning for the company whose mascot “Ug” boasts “We buy ugly houses,” the agency said.

Richards Media is the media buying unit of The Richards Group, a Dallas independent with billings in excess of $1 billion.

HomeVestors spends approximately $18 million annually on billboard advertising and some TV spots, the company said.

In March, HomeVestors awarded creative duties to Houston independent Rives Carlberg.

Rives is developing two national television spots, in addition to radio and outdoor elements.

Dallas-based HomeVestors targets homeowners who are looking to sell their residences quickly and at a discounted rate.