G/H nabs tool account from Shandwick

CHICAGO: Golin/Harris International has wrenched a dollars 300,000-500,000 account from rival Shandwick, to aggressively push American Tool Companies' 20 brands into the spotlight.

CHICAGO: Golin/Harris International has wrenched a dollars 300,000-500,000 account from rival Shandwick, to aggressively push American Tool Companies' 20 brands into the spotlight.

CHICAGO: Golin/Harris International has wrenched a dollars 300,000-500,000 account from rival Shandwick, to aggressively push American Tool Companies' 20 brands into the spotlight.

The suburban-Chicago-based toolmaker, best known for its Vise-Grip locking pliers, wanted an agency closer to its Chicago-area corporate and North American headquarters, said David Sendall, director of advertising.

American Tool Companies faces a challenge from retailers that want to cut their number of suppliers to reduce costs. The best way to ensure American Tool products remain on retailers' buying lists is to encourage consumer brand awareness and demand for American products, Sendall explained.

Therefore, he was also looking for an agency with experience in American Tools' distribution system, which includes hardware distributors, home centers, auto parts distributors and industrial product distributors.

Privately held American Tool also wanted to increase its use of PR to support new product rollouts.

While PR plans for 2001 are still being developed, Sendall expects to spend at least dollars 300,000 a year with G/H, a 40% increase from its previous PR spending level. PR spending could reach dollars 500,000 as PR leads the company's marketing efforts, he said.

The company uses Bozell out of Omaha (American Tool was headquartered in Nebraska until six years ago) for advertising, but 'we see PR taking the lead role' in branding efforts, Sendall said.



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