Retailer Shifts to Richards

DALLAS Apparel retailer Goody’s today named The Richards Group as lead agency after a review, the client said.

Goody’s spent $20 million on advertising in 2005 and $7 million through August 2006, per Nielsen Monitor-Plus.

Richards will handle the planning, development and execution of Goody’s advertising, as well as public relations, the agency said. The first assignment will be a creative campaign that is scheduled to break in fall 2007.

“Our mission is to reinvent, reenergize and differentiate the Goody’s brand,” said Isaac Dabah, CEO of Goody’s, based in Knoxville, Tenn.

Goody’s specializes in moderately priced apparel, including major labels such as Adidas, Alfred Dunner, Carter’s, Dockers and Levi’s.

The other finalists in the review were not identified. Joanne Davis Consulting of New York managed the search.

Ron Foth Advertising in Columbus, Ohio, previously created some of Goody’s advertising while other elements were handled in-house.

Goody’s has also introduced its own clothing lines for men, women and children. The signature lines include: Ivy Crew for men; Mountain Lake and Goodclothes for women; OCI for juniors, young men and children; and Baby Crew for infants and toddlers.

“We look forward to a long and successful relationship,” said Richards founder Stan Richards.

Based in Dallas, The Richards Group is one of the nation’s largest independent agencies, with billings of more than $1 billion.

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