Newly Merged Agency Is Retail Paint Chain’s First Ad Partner
LOS ANGELES–After 75 years doing business without an agency, retailer Dunn-Edwards Paint named Italia/Gal here its first agency of record–and immediately discovered how quickly things can change in advertising when its new shop merged with Asher & Partners to form Asher/Gal & Partners
The retail agency was tapped for the estimated $1-3 million account after an eight-month review that included three other small and midsized shops in Southern California.
“Italia/Gal was aggressive. They took the time to actually survey some customers and from that survey came back to us with a mission statement that was in line with our core philosophy,” said Tim Bosveld, director of marketing for the private, family-owned regional retailer, based in Los Angeles. He added that the decision to seek a shop after three-quarters of a century was motivated by opportunity, not necessity.
“The wheel is not broken,” Bosveld assured. “This is a situation where we want to see how
we can improve our positioning to customers.”
“If they went another 75 years without hiring an agency, everything would be fine–if they wished to continue doing business like they were doing business,” said Ken Gal, president and CEO of Asher/Gal. “They knew if you wish to be a super regional brand, you’re going to have to change.”
The agency will begin test marketing print and radio work for the client later this year. The upcoming campaign will tap into the brand loyalty contractors have for the venerable paint and wall covering brand, Gal and Bosveld said, and will seek to maintain Dunn-Edwards’ link to the professional trade.
Dunn-Edwards operates in California, Nevada, Colorado, Arizona and Texas, and has over 70 store locations. It was selected as the paint brand used by the San Diego Convention Center, Edison Field, Staples Center and the MGM Hotel in Las Vegas, among other notable Western venues.
Italia/Gal and its successor, Asher/Gal & Partners, have established track records on various retail advertising accounts. Clients on the old Italia/Gal roster, for example, included OnRadio.com, the Los Angeles Clippers professional basketball team and Whole Foods Market.
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity