Freightliner Corporation Selects The Richards Group As New Lead Ad Agency

4 August 1999

Freightliner Corporation Selects The Richards Group As New Lead Ad Agency

    PORTLAND, Ore.--Aug. 3, 1999--Freightliner Corporation, North America's leading producer of heavy-duty trucks, has selected The Richards Group, based in Dallas, Texas, to handle creative strategy and advertising development for the company.
    After conducting a nationwide search for an agency, Freightliner awarded its estimated $10 million advertising account to The Richards Group based on the agency's creative strength, its expertise in branding and positioning, as well as its integrated approach to account service.
    "The Richards Group demonstrated a keen ability to understand the nature of our business and marketplace," said Debi Nicholson, Freightliner general manager of corporate communications. "Their knowledge and creativity will help us strengthen the Freightliner name and identity even further as we continue to expand our business."
    Freightliner also cited the agency's diverse strengths in areas such as internet development, and video and print production. Jan Deatherage, principal at The Richards Group, led the pitch for Freightliner's advertising account and will head the Freightliner account team.
    The Richards Group will begin work immediately with Freightliner Corporation and its business units.
    In 1998, Freightliner Corporation earned a record 33.1 percent of the Class 8 heavy truck market and also achieved the lead of the North American Class 4-8 commercial vehicles market. Freightliner Corporation produces, distributes and markets a full range of commercial vehicles, including heavy- and medium-duty trucks, military vehicles, school buses, fire apparatus, shuttle buses, RVs and walk-in delivery vans for a variety of applications.

    Freightliner Corporation, headquartered in Portland, Oregon, is a DaimlerChrysler Company, the world's largest commercial vehicle manufacturer (www.freightliner.com).

    On the Internet Visit Freightliner's Web Site at http://www.freightliner.com for additional Freightliner news.