This morning sources tell us that Deutsch New York has won part of the Sherwin-Williams business.
Sherwin-Williams did not announce an agency review; we last heard from the company in early 2013 when it handed some of its digital work to Cleveland-based agency Marcus Thomas (the company’s headquarters is also in Cleveland).
Our source says the win did not concern the larger business, and it appears that McKinney, which first signed with Sherwin-Williams in October 2008, will retain its status as creative AOR while Resource/Ammirati remains digital AOR. But we hear that Deutsch beat at least one other New York agency to win what will amount to a sizable part of the company’s ad budget for the year to come.
A second source tells us that the win primarily concerns “non-branded” Sherwin-Williams products under lines like Krylon and Purdy.
For context, Sherwin-Williams is by far the largest player in what Forbes calls a $90 billion “coatings industry.” The company spent at least $40 million on McKinney’s 2009 “Ask Sherwin-Williams” campaign, though budget totals for 2013 were not immediately available.
Deutsch declined to comment for this story while a McKinney spokesperson clarified that the agency is currently creative AOR for the Sherwin-Williams HGTV HOME line.