US paint maker Benjamin Moore stirs the pot, switches agencies


By Noel Young, Correspondent

February 15, 2013 | 2 min read

Quality US paint maker Benjamin Moore is going to Interpublic's Martin Agency in Virginia after a review.

Moore: Stirring the pot!

The agency will handle all creative and media-buying and planning duties, said AdAge.

Previously, Benjamin Moore was at sibling agency Mullen in Boston , which had the business for about about a year. Before that, independent agency Cramer-Krasselt had it for five years.

"As we work to revitalise and grow this great American brand, we wanted a partner who is highly collaborative," said David Melancon, CMO at Benjamin Moore.

"It didn't take much convincing for us to see that Martin is an ideal fit for us and has a proven track record of integrity and creativity."

Melancon started with Benjamin Moore as a consultant last summer. He joined the company as acting CMO in October.

Melancon said Benjamin Moore avoided the typical review process involving "creative shoot-outs and scorecards."

"Instead we met quietly with a select few agencies, spending ample collaboration and brainstorm time with the strategic and creative teams. "

Benjamin Moore, part of Warren Buffet's Berkshire Hathaway , increased its U.S. media spend in 2012 to $13.8 million, up 41% from $9.8 million the year before.


Industry insights

View all
Add your own content +