STANLEY WORKS REVAMPS MARKETING: TOOL MAKER SEEKING EXEC TO LEAD $30 MIL BRAND EFFORT

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Stanley Works, in the midst of a restructuring, is tripling its ad budget to $30 million and preparing a major branding effort for the fourth quarter.

Stanley also is expanding its top marketing management.

Funding for the increased promotional activity is coming from savings Stanley is expected to realize from the changes, including cutting 4,500 jobs.

RAMPING UP SPENDING

The company is "looking to aggressively ramp up ad spending," CEO John Triani told financial analysts last week, noting Stanley would spend $25 million to $30 million on brand advertising alone.

Last year, Stanley spent $6 million on brand-specific ads and another $4 million on corporate advertising, according to Competi- tive Media Reporting.

Implications of the new focus are unclear for agency Ammirati Puris Lintas, New York, since the changes could mean a new chief marketing executive for the tool and hardware maker.

A Stanley spokesman said speculation about an agency review is "premature," because the company is still searching for an executive to head a new marketing and brand development function.

VP-Marketing Scott Bannell is currently Stanley's top-ranking marketing official, but the spokesman said the new corporate marketing function would incorporate Mr. Bannell's current duties.

"We're working very nicely with" Stanley, said Duncan Pollock, president-North America at Ammirati. He called the relationship stable.

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