BOSTON-The Donovan Group’s first campaign for Samuel Cabot Co. helps paint Cabot Stains in a new light.
“The creative captures and reinforces the most important aspect of this brand, which is the yellow label icon,” said Tom Hamlin, director of client services for The Donovan Group. “Everybody recognizes the label. We recognized that and built a creative format around that.”
After a quiet review of undisclosed agencies, the Newburyport, Mass., client awarded the creative portion of its account to the Northborough, Mass., agency.
The Donovan Group was selected for its “people and their desire to really be involved with our brand that has been around for 120 years,” said Gregg Riskin, marketing manager for Cabot. “The initial campaign is capitalizing on the reputation and recognition Cabot has built,” Riskin said.
The agency was charged with creating a brand-building campaign that targets retail paint dealers as well as do-it-yourself and professional painters.
The assignment is estimated at less than $1 million, according to Hamlin. Media placement is being handled in-house, he said.
The first of 11 ads broke recently in consumer and trade publications including Life, Popular Mechanics, Better Homes and Gardens, Professional Builder, American Painting Contractor, Paint & Decorating Retailer and Old House Journal.
Since 1988, Cabot’s advertising has been handled in-house, Riskin said.
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