Benjamin Moore’s creative needs a fresh coat: Agencies invited to Pitch
Steve’s breakdown: There are two RFPs out there for this account. One for media and one for creative; which doesn’t mean one agency couldn’t win both. And judging by the creative, this account needed shaking up. Sorry C-K
MONTVALE, NJ: Paint company Benjamin Moore has parted ways with its agency of five years, Cramer-Krasselt, and is conducting a review to find its replacement.
The account — which included creative, digital and media buying — had been at the New York office of indie network Cramer-Krasselt for five years.
A spokesman for Cramer-Krasselt said that the agency declined an invitation to participate in the pitch. Said Benjamin Moore, in an email: “After five years working with our agency of record, Cramer Krasselt, it is a normal business process to hold an agency review.”
Benjamin Moore, which is owned by holding company Berkshire Hathaway, spent about $8.3 million on U.S. measured media in 2010, down from 2009’s spending of about $13 million, according to Kantar. In the first half of 2011, the marketer has spent about $4.5 million.
C-K in January picked up the agency-of-record account for the Hilton Hotel chain, which had previously been at Y&R. The agency’s other clients include Corona, Benihana restaurant, Porsche, Heinz and Ore-Ida.
People familiar with the pitch say separate RFPs for media and creative have been issued, which means more than one shop could stand to pick up the account.