Richards Gets Gander Mountain’s Broadcast Duties

DALLAS Gander Mountain has awarded its broadcast creative and media account to The Richards Group, the agency said.

The Dallas shop contended in a review for the media portion with the outdoor retailer’s broadcast media incumbent, Cash Plus, a subsidiary of the Interpublic Group’s Campbell Mithun in Minneapolis, according to client vice president of marketing Jeff Bergmann.

There was no review for creative chores. Bergmann said Richards was chosen largely because of its retail experience and its relationship with Gander’s new CEO, Mark Baker, who had worked with the agency in the past when he was COO of Home Depot, a client of Richards.

“We felt we needed to develop a long-term strategic plan and felt [Richards staffers] were the right ones to help us do that,” Bergmann said.

The Bloomington, Minn.-based client has been handling print media buying and all creative internally. It will continue to handle print duties.

Bergmann would not comment on Gander’s media expenditures, but said the client plans to become more “aggressive” with its broadcast advertising. The retailer spent $3 million on media from January through October last year and $4 million in 2001, according to CMR.

“Gander Mountain Hunt-Fish-Camp” is the client’s current tagline. Bergmann said he does not know if the positioning will change. “We’re not opposed to [the tag], but there are some limitations,” he said. “It’s great because it really defines who we are, but it doesn’t have a real emotional tie and I think that’s valuable anytime you’re creating a brand.”

Gander operates 57 stores in Minnesota, Wisconsin, Michigan, Indiana, Ohio, Iowa, Pennsylvania and Illinois. It plans to open eight or nine additional stores this year, Bergmann said.