Martin Agency Picks Up Benjamin Moore Creative and Media

Marketer Ran a Very Tight Review Process

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Interpublic's Martin Agency has picked up the Benjamin Moore business after a review.

The agency has been tapped to handle all creative and media-buying and planning duties. Previously, Benjamin Moore was at sibling agency Mullen, which had the business since early 2012. Prior to Mullen, independent agency Cramer-Krasselt handled the business for five years.

"As we work to revitalize and grow this great American brand, we wanted a partner who is highly collaborative," said David Melançon, CMO at Benjamin Moore in a statement. "It didn't take much convincing for us to see that Martin is an ideal fit for us and has a proven track record of integrity and creativity."

Mr. Melançon started working with Benjamin Moore on a consulting basis last summer, joining the company as acting CMO in October. The review was managed internally.

Mullen's contract with Benjamin Moore expired in December, and the company began looking for shops in the fourth quarter. Mr. Melançon said that Benjamin Moore chose to avert the typical review process involving "creative shoot-outs and scorecards." He said they were intent on being very selective from the start. "Instead we met quietly with a select few agencies, spending ample collaboration and brainstorm time with the strategic and creative teams. The goal was to understand how well our team and the agency team worked together and the quality of the thinking the agency could bring to the relationship."

For Martin, the win follows Martin's U.S. creative Oreo win late last year and Timberland Pro in January.

Though it's not a huge ad spender, Benjamin Moore, part of Warren Buffett's Berkshire Hathaway, significantly upped its U.S. measured media spending in 2012. From January through November, the company spent $13.8 million, up 41% from $9.8 million in the prior year.

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