Keiler Bows Print Ads for Stanley

Trade Work Breaks as Client Looks to Grey for European Chores
BOSTON–Innovative tools are the stars of Keiler & Co.’s new trade ads for The Stanley Works.
The print campaign, which targets retailers and large home centers, features the latest in tool concepts from the New Britain, Conn.-based client.
One of the six initial ads from the Farmington, Conn., shop introduces a new pair of pliers with an ergonomic handle. “Grabs and holds almost anything. Including customers,” the ad states. “When it comes to innovation, we never let go.”
The client’s toll-free information number and Web address are included, along with the tagline, “Make something great,” which lead consumer shop Mullen, Wenham, Mass., created for the client last year.
A total of 10 Keiler-created print ads will run from August until the end of the year in national hardware magazines such as National Home Center News and Do-It-Yourself Retailing. The media buy is in the low six figures, said creative director Mel Maffei.
The campaign breaks as Stanley prepares to welcome Grey Advertising, London, to its roster. That agency was selected following a protracted review of undisclosed shops for a European assignment that will likely include TV, print and outdoor executions. Neither Mullen nor Keiler competed for that business.
Stanley marketing executive Ken Lewis said Grey was tapped for “a test” campaign but declined to discuss specifics. A media shop has not been selected for the European push.
Lewis initially said the budget for the assignment would be nominal–perhaps in the low seven figures–but sources said actual spending may be on par with what Stanley spends in the U.S.
Mullen, chosen as lead agency last year, works with a budget in the $10-15 million range. That shop won the account after Ammirati Puris Lintas in New York resigned the business after nine years. Mullen is responsible for the tool maker’s corporate branding and media buying.
At the time Mullen was selected, longtime roster shop Keiler was reaffirmed for project work, such as internal reports, single ads and sales materials. Keiler has worked for Stanley since 1978.
Keiler’s assignments have been quite active in recent months stemming from a decision by Stanley to engage its sales force in selling all its products rather than specializing in particular lines, Maffei said. The agency is in the process of producing new sales materials to reflect the changes.