Stainmaster has opened a review for its advertising account.
'No longer a viable match'
In a statement issued today, BBDO's chief operating officer, Jeff Mordos, said, "It has become clear that current management is seeking a level of service that is more consistent with its own economic realities. As such, we have determined it is no longer a viable match for us." The statement continued, a bit more warmly, "We wish them every success."
"Since last year, BBDO has been prepared and has held off on resigning the account in order to give management a chance to find someone else to handle the work," Mr. Mordos told AdAge.com.
A Stainmaster spokesperson could not be reached immediately for comment.
Meanwhile, Stainmaster's review is ongoing. Among the agencies chasing the estimated $10 million account are independents Richards Group, Dallas, and Doner, Detroit; Interpublic Group of Cos.' Martin Agency, Richmond, Va.; and Omnicom's GSD&M, Austin, Texas, and Martin/Williams, Minneapolis.
The agencies either declined comment or referred calls to the client.
Once a $40 million brand
As the BBDO statement suggests, Stainmaster's marketing budget has diminished recently. In the years following its launch in 1986, the brand was spending close to $40 million a year on advertising, according to executives familiar with the matter and TNS Media Intelligence, which tracks measured media spending. Last year, spending was roughly a quarter of that.
Stainmaster is owned by Invista, formerly Dupont Textiles and Interiors. Last April, Dupont sold Invista, which also makes Teflon and Lycra, to Koch Industries for more than $4 billion in cash.
Recent spots featured a Stainmaster carpet standing up to a variety of messes with the tagline "Nothing takes a beating like a beautiful Stainmaster carpet."