Trex Business Goes Into Play

BOSTON Trex has placed its ad account in review and hired Pile and Co. to oversee the search, according to the consulting company here.

The client in Winchester, Va., spent $10 million in 2005 domestic measured media, per Nielsen Monitor-Plus.

Carmichael Lynch, an Interpublic Group agency in Minneapolis, has handled the account for seven years, but is not participating in the review, according to Pile and Co. Agency officials could not immediately be reached for comment.

Both creative and media chores are up for grabs.

Trex is a manufacturer of composite building materials made from a formulation of reclaimed wood and plastic.

Carmichael last year unveiled work for the client introducing the tagline, “Create your space.” That theme replaced “Deck of a lifetime,” which had been running since the Minneapolis agency’s initial work for the client broke in March 1999.

The recent print-based effort used photographs of actual decks built with Trex material as viewed from the inside of various houses. One ad showed a deck with a putting green, built to a golf enthusiast’s specifications. The headline: “The only thing that should be standing between you and your ultimate deck is a sliding glass door.” Another execution showed a deck at the Minnesota Landscape Arboretum in Chaska, Minn., in the shape of leaves and the headline, “A 20′ x 35′ extension of you.”

The campaign ran in national magazines such as House & Garden.

—Adweek staff report