W.R. Case & Sons Taps Richards

The Richards Group has been awarded the advertising account of W.R. Case & Sons Cutlery Co.

The Dallas agency won the business, which includes both creative and media duties, in a review that included Arnold’s Boston office, Clarity Coverdale Fury of Minneapolis and Ax-iom Creative Group in Charlotte, N.C. Davis-Newman-Payne Advertising, the incumbent in Knoxville, Tenn., did not participate in the competition.

Richards said annual billings will total $1 million.

In the review, agencies presented strategy and capabilities, according to a Richards representative.

The Bradford, Pa.-based manufacturer of pocket, hunting and sporting knives is seeking “true national status,” said Richards principal Pete Lempert.

The company, which distributes its knives through hardware and sporting-goods outlets in the Southeast and East, is seeking to expand its market presence in the West and Midwest.

Richards will initially help the 113-year-old company build brand awareness. Marketing plans call for an advertising campaign launch early next year.

Case, which positions itself as a maker of high-quality, handmade products, competes with Swiss Army brands and Buck Knives.