Missed this Advertising Age report on the Benjamin Moore account review. The client apparently sent an email that read, “After five years working with our agency of record, Cramer Krasselt, it is a normal business process to hold an agency review.” A normal business process? Technically, given the average Chief Marketing Officer tenure is about 1.5 years, reviews happen more frequently than the Benjamin Moore process indicates. But for a client to claim that it’s normal to regularly hold reviews displays deficiencies in the advertiser’s camp. Switching agencies should not be viewed like applying a fresh coat of paint. BTW, using sex appeal to sell buckets of paint (as shown above) is asinine.
Benjamin Moore Puts Account in Review
Paint-Maker has Worked with Cramer-Krasselt for Five Years
By Maureen Morrison
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 to Ad Age: “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.
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