(MONTVALE, NJ—JANUARY, 2012)—Benjamin Moore & Co., America's premier paint and coatings manufacturer, has moved its advertising account to Mullen following an agency review. In making the announcement, Benjamin Moore senior vice president for marketing Ed Klein did not disclose the ad spend but did say the company will continue to rely on traditional media as well as aggressively pursue digital, a platform that has been effectively leveraged for the brand. Mullen will be responsible for creative development and media planning and buying. The creative is still in development and will be launched at the end of the first quarter of 2012.
"Benjamin Moore offers a superior paint product, period," said Alex Leikikh, president at Mullen. "Our job is to bring that differentiation to life in a fresh way. This is a great opportunity to work with an iconic brand in a category that inspires creativity."
Kramer–Crasselt, New York, previously handled the account.
About Benjamin Moore
Benjamin Moore & Co., a Berkshire Hathaway company, was founded in 1883. One of the country's leading manufacturers of premium quality residential, commercial and industrial maintenance paints and other coatings, its products are distributed via a network of independent paint and decorating retailers throughout North America. Benjamin Moore has been a longstanding steward of the environment with a relentless commitment to sustainable manufacturing practices plus the ongoing development of the most eco–responsible paint formulations possible. Its portfolio of Green Promise® products continues to grow and includes Aura®, its über–performance low–VOC paint; Natura®, the true zero–VOC interior paint, remaining zero after tinting in any color, any sheen; and EcoSpec® WB zero–VOC paint for commercial interiors. The J.D. Power & Associates 2011 Interior Paint Satisfaction Study ranked Benjamin Moore highest in consumer satisfaction. What's more, the Benjamin Moore color offering of 3,300 hues is unrivaled, but any custom color choice can be matched, as was recently done for the White House Oval Office ceiling and trims. The only assurance of getting an authentic Benjamin Moore color is using Benjamin Moore paint, since the colorants and resins are proprietary and formulated with the company's own patented waterborne technologies. And, authentic Benjamin Moore colors are available exclusively from Benjamin Moore retailers.
Mullen is a full–service, "hyperbundled" agency, integrating disciplines from creative to digital marketing, public relations and social influence, media planning and buying, mobile marketing, direct response and performance analytics. Mullen specializes in working with thought leader brands, including Google, JetBlue, Zappos, LivingSocial, Barnes & Noble/NOOK, Planet Fitness, iRobot, Match.com, Timberland, MassMutual, Olympus, FAGE, U.S. Department of Defense and Unilever's TRESemmé. Mullen has been named to the Advertising Age Agency A–List and as one of Fast Company's Most Innovative Companies. Headquartered in Boston, Massachusetts, the agency operates offices in North Carolina, Detroit and Pittsburgh. Mullen is an independent brand within the Interpublic Group of Companies (NYSE:IPG). For more on Mullen, please visit www.mullen.com, twitter.com/mullenunbound or www.facebook.com/mullenunbound.