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Richards Group

The Richards Group Goes Minimalist for Prestone

The Richards Group’s latest campaign clearly operates under the “less is more” mantra, with a series of minimalist 15-second ads.

The campaign leans heavily on the brand’s product itself, without any bells and whistles. In “Beastly” for example, the visuals are restricted to a bottle of Prestone with an effect to make it look bulked up at one point as the voiceover says, “It’s like Prestone started working out, got buff…beasty.” Another spot, “Patented,” touts the company’s patented cor-guard inhibitors, asking who else has them before answering its own question with “Nobody…because they’re patented,” while displaying the actual patent numbers.

It’s an unusually restrained approach that emphasizes the product’s superior corrosion protection in a way that implies there’s no need for further discussion. By keeping the message simple and not dressing it up with storytelling or impressive visuals, The Richards Group hopes to lend that message a sense of authenticity. Read more

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ULTA Beauty Splashes on Some Mullen

Ulta-Beauty

ULTA Beauty operates 675 retail stores across 46 states and also distributes its products through its website. Yet the company recently decided to spruce things up a bit with an agency review.

CEO Mary Dillon, who has been at the helm for just over a year, exceeded investors’ expectations before deciding to trade Dallas-based Richards Group for Boston’s Mullen this week.

“ULTA is focused on continuing to build a leadership brand in beauty, and Mullen’s combination of outstanding brand strategy and breakthrough creative will help us accelerate our efforts,” said Ulta chief marketing officer Dave Kimbell said in a statement.

ULTA spent $17.7 million in measured media in 2013, up from $13.5 million in 2012. The review was managed by Mercer Island Group.

Here’s the most recent campaign Richards created for ULTA, titled “Trading Faces.”

Richards Group (Almost) Borrows a GOP Slogan for New Chrysler Campaign

ICYMI: Saturday was a big day for Chrysler.

Its new advertising celebration, brought to you by Dallas’ Richards Group — the wunderkinds behind Motel 6′s left-on light and Chick-Fil-A’s chicken-loving bovines – kicked off the marketing campaign for the Chrysler 200 sedan.

Entitled “Born Makers,” the spot focuses on keeping American auto production red, white, and blue — a theme that hearkens back to the Eminem “Imported from Detroit” Super Bowl entry.

The end of the commercial, however, echoes a less successful campaign…

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