LOS ANGELES: Boutique shop JMPR has won the Black & Decker Hardware and Home Improvement business after a competitive pitch that involved more than a dozen agencies.
Valued in the six figures annually, the account encompasses B&D brands including Price Pfister, Kwikset, and Weiser Lock.
The account focuses on national media relations, "not only to the vertical press, but also the lifestyle press, home remodeling press, and general consumer press," said JMPR principal Joe Molina. The work also includes trade show assistance and "materials generation," he added.
The B&D division, which is based in Orange County, California, had previously been working with two Chicago agencies, MSI Strategic Communications and Clint Garwood, according to VP of marketing communications Sandy Vandall.
She said the RFP was conducted because the company wanted to consolidate the work with one shop in order to create a stronger presence with media. She explained that the three brands often pitch the same editors, and that having a single shop for the division was key to creating more consistent contacts with those media.
"A lot of our PR efforts are just traditional tactics," she said. "It is really putting together some great story angles. Our key focus is on developing strong relationships with the specific editors. Probably 90% of the editors we are reaching on the Price Pfister business are the same [as for the other two brands]. We want to be able to leverage those synergies."
Vandall added that the company also wanted a local agency.
"We were really hoping to find an agency that was more local as far as geography so that they could integrate into our business more and be part of our brainstorming sessions," she said.
Vandall said JMPR was chosen in part for its creativity. The team packaged its RFP response in cabinet built with a front door, complete with Kwikset locks.