Rives’ Floor Show Is Rated Best

Rives Carlberg has picked up the estimated $1-3 million advertising account of flooring manufacturer Domco Tarkett.

The Houston agency outperformed three un-identified local shops and one contender from North Carolina for the business, a client representative said.

Publically owned Domco Tarkett is the second-largest North American manufacturer of hard surface floor covering. The company operates nine manufacturing plants and has distribution networks across the United States and Canada.

Rives’ opportunity came when Domco chose to relocate its corporate headquarters earlier this year from Farnham, Quebec, Canada, to Houston, where the company already had some executive operations and a manufacturing plant.

Rives had previously handled advertising for Azrock, a commercial-grade brand of flooring, prior to that company’s acquisition by Domco Tarkett.

“So that’s how we got the call,” said agency president and chief executive officer Chuck Carlberg. “We did a lot of spec creative and a lot of research.

“You have to work hard for new business these days,” Carlberg added. “We did more spec and more research than usual—you have to do more than the guy you’re competing with. We had a rude awakening last year.”

In the review, the agencies’ creative assignment was to develop a series of executions for the client’s Nafco brand. The luxury vinyl product comes in tiles and planks designed to simulate natural wood, stone and ceramic floors.

Although the agency was initially told it would handle the Nafco brand, client representative Jamie Speier said that “eventually the work will be all encompassing” and will include the Domco and Azrock product lines.

Rives was helped by its previous work for heating and cooling systems manufacturer Rheem.

“It’s the same thing with air conditioning—you don’t think about it till it breaks,” said Carlberg. “With flooring you only make that decision once every 12 years.

“The key for us is showing the public how they can do more things with flooring than you ever thought about,” he said.

Separately, the agency was awarded the account of River Oaks Baptist School, a private institution in Houston. Rives was hired to handle marketing and redo the look of the school’s collateral materials. The account is estimated in the low- to mid-six figures.