The Richards Group is back at home with the PulteGroup after the Dallas-based independent agency was selected as the creative lead for Pulte's portfolio of homes.
The PulteGroup became one of the nation's largest home builders, as measured by revenue, after its $3.1 billion merger with rival Centex Homes in 2009. It operates communities in 29 states and Washington, D.C., under brands that include Pulte, Centex, DiVosta and Del Webb.
Incumbent agency Organic was not not included in the most recent agency search process. (Organic's selection reflects PulteGroup's digital-centric approach to growing its brands and introducing new communities in local markets across the country.) In recent years, Pulte also worked with GSD&M Idea City, moving business there from The Richards Group.
It's the third win announced by The Richards Group this month. In early June, Richards added Dallas-based fast-casual pizza chain, Pie Five Pizza, which awarded the agency responsibilities for creative, brand, digital and social strategy as well as media planning and buying. More recently the agency said it was also selected by Famous Footwear, replacing Young & Rubicam Chicago as the lead shop for creative, brand strategy, digital and social strategy.