2 Prep for Sherwin-WilliamsCarmichael Lynch and McKinney face offSept 22, 2008, 05:09 PM ET
NEW YORK Two agencies are readying final presentations in a
review of Sherwin-Williams' creative and media planning duties
following the withdrawal of GSD&M Idea City, according to Hasan
+ Co., the consultancy managing the process.
Still contending are Interpublic Group's Carmichael Lynch in Minneapolis and independent McKinney in Durham, N.C, said Hasan Ramusevic, principal of Hasan + Co. in Raleigh, N.C. Omnicom Group's GSD&M in Austin, Texas, reached the final round last month, but withdrew two weeks ago after advancing in the creative review for The Home Depot. Since Sherwin-Williams' finalists already had been briefed, the client decided to move forward without replacing GSD&M, according to Ramusevic. Sherwin-Williams executives also knew a withdrawal was possible, given that GSD&M was open about its parallel pursuit of Home Depot. In its request for proposals, Home Depot identified paint stores such as Sherwin-Williams and Benjamin Moore as conflicts, along with home centers, hardware stores and companies that install siding, roofing, windows and kitchens. GSD&M is said to be among seven shops that Home Depot executives plan to start visiting next week. Home Depot spends nearly $600 million in major measured media each year. Sherwin-Williams, which last year spent more than $40 million in major measured media on its stores, according to Nielsen Monitor-Plus, has scheduled final presentations for early October. The agencies will pitch at the client's headquarters in Cleveland. The winner will succeed independent Wyse Advertising in Cleveland, which has handled the account since 1998. Wyse opted not to participate in the review. Media buying duties remain in-house. Sherwin-Williams has some 3,000 locations in the U.S., Canada and Latin America that sell paint, wall covering and related products. Its longtime advertising theme has been, "Ask Sherwin-Williams." 2 Prep for Sherwin-WilliamsCarmichael Lynch and McKinney face offSept 22, 2008, 05:09 PM ET
NEW YORK Two agencies are readying final presentations in a review of Sherwin-Williams' creative and media planning duties following the withdrawal of GSD&M Idea City, according to Hasan + Co., the consultancy managing the process.
Still contending are Interpublic Group's Carmichael Lynch in Minneapolis and independent McKinney in Durham, N.C, said Hasan Ramusevic, principal of Hasan + Co. in Raleigh, N.C. Omnicom Group's GSD&M in Austin, Texas, reached the final round last month, but withdrew two weeks ago after advancing in the creative review for The Home Depot. Since Sherwin-Williams' finalists already had been briefed, the client decided to move forward without replacing GSD&M, according to Ramusevic. Sherwin-Williams executives also knew a withdrawal was possible, given that GSD&M was open about its parallel pursuit of Home Depot. In its request for proposals, Home Depot identified paint stores such as Sherwin-Williams and Benjamin Moore as conflicts, along with home centers, hardware stores and companies that install siding, roofing, windows and kitchens. GSD&M is said to be among seven shops that Home Depot executives plan to start visiting next week. Home Depot spends nearly $600 million in major measured media each year. Sherwin-Williams, which last year spent more than $40 million in major measured media on its stores, according to Nielsen Monitor-Plus, has scheduled final presentations for early October. The agencies will pitch at the client's headquarters in Cleveland. The winner will succeed independent Wyse Advertising in Cleveland, which has handled the account since 1998. Wyse opted not to participate in the review. Media buying duties remain in-house. Sherwin-Williams has some 3,000 locations in the U.S., Canada and Latin America that sell paint, wall covering and related products. Its longtime advertising theme has been, "Ask Sherwin-Williams."
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