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The Richards Group, Inc. | Agency Profile, Contacts, AOR, Client Relationships

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Main Telephone (214) 891-5700
Main Fax (214) 891-2911
Primary Address
2801 North Central Expressway
Suite 100
Dallas, TX 75204

The Richards Group, Inc. Contacts

Contacts (5/201)
Name Title State
Diane F. Principal, Marketing & Advertising TX
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (214) 891-5700
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 2801 North Central Expressway
Suite 100
Dallas, TX

Brad T. Principal, Brand Management TX
Dale H. Principal TX
Pete L. Principal, Brand Management TX
Ruth F. Principal, Public Affairs & Relations TX

Client Relationships

Brand Service From To Media Spend
*&* Creative unknown present ****
*********** & ***** ******* Creative, Media Buying, Media Planning 2017 present *******
******* **** *****, ***. Creative 2018 unknown ********
*******'* **** ******** & ********** Creative unknown present ********
******** ******** *********** Media Buying, Media Planning unknown present ********

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Score 57 - Close Watch: Pier 1 continuing marketing increases to reach broader audience

In his first earnings call as

According to James, while Pier 1 has a "great deal of strength in key categories like decor and seasonal," the company's current positioning is "narrowly focused"  on the core demo and "doesn't fully reflect the brand's true value potential in my opinion." Remember that Pier 1 returned to national TV advertising in 2016 and has increased spend in that channel during 2017 (more detail below).

This TV advertising, said James, has been found to be speaking to this core demo predominantly. James also mentioned that after some testing, Pier 1 will move back to :15-second spots, from the :30-second spots it had been running this past year. In order to engage new customers, Pier 1 will continue to leverage direct mail, digital and social, in addition to TV. James added that recent marketing effectiveness will allow the company to "have the firepower" to then invest in marketing to a broader section of customers.

Remember that in April, we told you to look for broad branding campaigns, as well as seasonal campaigns during Q3. TV, digital, print and customer loyalty are all part of Pier 1's current media strategy (more here). It was also mentioned that marketing is still slated to increase to approximately 6% of sales and the remaining spend will be weighted to Q3 (Sept. - Nov.; "harvest and Halloween, Christmas").

Looking ahead, James said that Pier 1 would develop a "more holistic omnichannel marketing plan" that "contemplates specific customer segments, demographics and strategies" with the hope of attracting new customers and reinvigorating sales. Pier 1 is also looking at opportunities to "refine positioning across new and existing merchandise classifications and improving upon our customer segmentation, be it from a psychographic, behavioral or demographic perspective." Readers - James did not mention that Pier 1 was working with anyone on this yet, so those that can assist in these efforts may find work here. 

The Richards Group  are both over average tenure (2.5-3 years), there's more potential for shifts here. 

Additional Information

National TV Spend:

For full 2016, Pier 1 spent $24.7 million. For H2, ad flights ran from Aug. 26 - Oct. 15 and Nov. 1 - Dec. 21, so sellers should be able to pick dollars through the balance of the year. 

Digital Breakdown: Pier 1 has spent $1.3 million on digital display ad in H1 2017 (54.6 million impressions). The majority of these ads have been online video (82%) and desktop ads (12%) that were placed site direct (97%), Pathmatics reports. 

Top ad destinations include (Scripps Network Digital),,, and For the same period last year, spend was slightly lower than this year - $1.1 million (313.2 million impressions).

For ful 2016, Pier 1 spent $1.4 million on digital display ads (383.9 million impressions).

Pier 1 Imports 
100 Pier 1 Pl.
Fort Worth, TX 76102
(800) 245-4595

Eric Hunter 
Executive Vice President, Marketing
(800) 245-4595

Stacey Renfro 
Senior Vice President, e-Commerce
(800) 245-4595

Susan Rodgers 
Vice President, Marketing, CRM & Analytics (promoted Jan. 2016)
(800) 245-4595