BBDS Bests 6 Shops for Behr

BBDS’ work for Schlage Lock and Midwest Express Airlines helped the Chicago shop enter a review that it subsequently won for Behr Process Corp.’s account.

BBDS topped six undisclosed competitors for Behr, a Santa Ana, Calif.-based subsidiary of Masco Corp., a company that markets paints and stains.

Behr sought an agency to develop a branding effort that would boost its name recognition among consumers, the company said. Behr previously handled advertising in-house and marketed brands mainly through Home Depot.

Spending was not disclosed but is expected to be a major boost from past years. CMR recorded just $50,000 in spending in 2000.

Behr contacted BBDS for the review after speaking with Schlage and Midwest Express executives.

“We checked with some of their major clients, and that helped convince us that BBDS was the right ad agency for us,” said Tom Lee, Behr’s vp of marketing.

BBDS “demon strated an in-depth understanding of our business and distribution channel,” Lee said.

BBDS is set to launch a campaign in early July that will include 15- and 30-second TV spots. Some print will also be produced, said Dick San derson, BBDS’ president and CEO.

Currently, Behr’s advertising carries no tagline and features a black bear as the company’s logo. Sanderson said the advertising may incorporate the bear.