CLEVELAND: ICI Paints has hired Minneapolis-based Karwoski & Courage to handle PR for a new line of paints bearing the "This Old House" brand name.
ICI has licensed the name and will be bringing out the first line of exterior house paint to carry the name of the popular PBS television show.
Karwoski & Courage won the PR assignment as part of an integrated pitch with its sister agency, Martin Williams Advertising.
Karwoski already works in the shelter industry for client Marvin Windows and Doors, which it won last year.
Marketing and PR plans are in development now, said Matt Barkett, ICI communications director. A rollout date for the new paint hasn't been set yet, he added.
But when the campaign begins, PR will play a major role. "I've always viewed PR as the most important tool in the marketing toolbox," Barkett said.
Glenn Karwoski, SVP and MD at the agency, said he expects PR to lead the introduction, beginning before advertising. The agency's efforts will focus on the trade and consumer press, he said.