CL Stresses Integrity for Hurd

Carmichael Lynch em phasizes integrity, value and craftsmanship in a campaign aimed at contractors for Hurd Millwork.

“The trade knows what a good window is already,” said Brian Kroening, a group creative director at the Minneapolis agency. “What we’re trying to do is sell the company.”

Themed, “Let’s build together,” the new effort attempts to re-establish the Medford, Wis., company as a small-town customer-focused business partner, Kroening said.

Double-truck print spreads highlight the craftsmanship and care behind the products. One headline reads, “We would never mass-produce our windows. Our town just doesn’t have enough people.” Another says, “Some window manufacturers tend to rely on robots. Geez, remind us not to attend their company picnic.”

“We want the tradespeople to check [Hurd] out again,” Kroening said. “They are truly the gate-keepers of opinion.”

A consumer-oriented effort is expected later this year, he said.

CL absorbed the account last year after the Interpublic Group of Cos. shuttered Hurd’s agency, Bozell Kamstra. Bozell had barely begun work on the campaign.