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Carpet Marketer Begins Search For New Agency

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NEW YORK ( -- Omnicom Group's BBDO Worldwide, New York, has resigned the ad account for carpet brand Stainmaster, which the agency helped launch nearly 20 years ago.

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

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."

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