Scott Bannell is no tool head. He's admittedly dangerous with a power tool in his hands, and skews older than his target audience. But that hasn't kept him from understanding what makes consumers-from job site tradesmen to "expert enthusiasts" who tackle weekend jobs-relish a trusted tool.
Mr. Bannell, 51, is president-Stanley Logistics and director-corporate marketing and advertising for Stanley Works. In 29 years with the company, he's held several titles. His insights led to "Make Something Great," a January print and out-of-home campaign that takes some of the company's 40,000 tools where they've not gone before. Provocative, with sexual innuendo and rough language disguised as product benefits, the campaign has spoken the audience's language and spiked profits.
Mr. Bannell was confident that these pros and enthusiasts have a good sense of humor and would appreciate this Maxim style of marketing. The effort hits that place where the company's heritage meets an evolving audience, where tool plays the hero, says Peter Winch, VP-account director with Mullen, which created the ad campaign. "He knew we could make an emotional connection." As a result, the company overcame seven years of marketing spending cuts to pound a new place for itself in the category.