Flooring Retailer Shifts $20 Mil. Biz

In January 2003, Carpet One enlisted Doner to help create a national brand identity. Eighteen months later, the flooring retailer has shifted to a regional strategy and hired a new shop to execute it.

The Manchester, N.H., client awarded its estimated $20 million account to Ten United’s Pittsburgh office after a review of undisclosed contenders. The client was impressed with the independent shop’s ability to work with local field markets, much as it does for Perkin’s restaurants.

“They have the ability to work with a [single operator] and with a group of stores,” said Dean Marcarelli, Carpet One’s co-COO. “We’re very optimistic that over time, we’ll have the same success that Perkin’s has had.”

For the restaurant chain, Ten United employs a national field-marketing staff who work as de facto regional marketing managers for the client.

“They’re employed by us, so we have insights that we wouldn’t normally have,” said agency CEO Bill Binstock. “We can find out what works on the ground and what doesn’t.”

The shop will create a similar setup for Carpet One, he said.

Though Doner was Carpet One’s most recent agency, the client took the account in-house in January as it tried out a locally focused approach, Marcarelli said. After testing the program, the client contracted Select Resources International in Santa Monica, Calif., to search for an agency to help implement it.

Marcarelli would not reveal contenders for the review. Officials with SRI did not return phone calls.