BVK Picks Up Milwaukee Tool

Milwaukee Electric Tool awarded its advertising account to BVK following a review that involved several Milwaukee shops, the agency confirmed.

Sources estimated spending at $3 million, although plans have yet to be fully formulated.

The Brookfield, Wis., company’s in cum bent agency was Blue Horse in Milwaukee, which defended the business. Milwaukee shops that participated in the competition included Hoffman York & Reilly, Laughlin/Constable and Nelson & Schmidt.

Milwaukee Tool’s brand communications manager, Debbie Sajk ow ski, who was integral in the review, could not be reached for comment.

One of BVK’s goals will be to build more consumer awareness for the brand, which for most of its history was almost exclusively sold to tradespeople through distributors, said Ted Xistris, chief opportunity officer at the Milwaukee shop.

Toward that end, a broader media mix is possible, with print ads being considered for home- improvement publications or other magazines that are read by do-it-yourselfers, Xistris said.

Advertising is expected to play up the brand’s reputation for quality and durability. Milwaukee Tool is also looking to build its share in the growing cordless tool category.