It’s Slaughter Hanson’s Job To Convince Trade That Shaw Commercial Carpets Are The Best

Slaughter Hanson, a growing agency in Birmingham, Ala., was assigned the trade account of commercial carpet maker Shaw Contract Group.
A division of Shaw Industries in Dalton, Ga., Shaw Contract Group is the largest specified commercial carpet manufacturer in the U.S., according to client vice president of marketing Mike Gallman.
Despite its considerable size and numerous design awards, the company is not seen by architects and interior designers as the industry leader, Gallman said. Hoping to change its perception in the marketplace through advertising, Shaw began contacting mostly Atlanta-based agencies last June.
The final contest was between Slaughter Hanson and Atlanta incumbent Access Group, which will continue to handle internal communications and other projects for the client.
The final decision came down to Gallman’s impression of Slaughter Hanson’s president and creative director.
“Terry Slaughter may be the most creative individual I’ve ever met,” Gallman said.
Details about the creative approach of new print advertising, direct marketing and a public relations campaign–set to launch this spring–were not revealed.
“It is about taking the Shaw brand to a higher design emphasis in the interiors market,” Slaughter offered, adding that the new advertising work is “much less product focused and more brand focused.”
Slaughter Hanson’s reputation as a creative-driven shop appears to be paying dividends of late. In 1997, the agency billed $20-25 million, up from approximately $17 million in 1996, Slaughter said.
With 50 staff members and employee recruitment efforts ongoing, the shop has outgrown its current location and will move to larger offices by year’s end.
Other recent Slaughter Hanson account wins include KinderCare Learning Centers [Adweek, March 2] and Lantana, a small hotel in Bermuda.