By Trevor Jensen and Katy Eckmann
CHICAGO–The Monsanto Co. is reviewing agencies to relaunch Wear Dated carpeting through an as-yet-to-be-named spinoff company, an assignment that could lead to permanent agency status.
Shops in St. Louis, where Monsanto is headquartered, and Atlanta, where the new ‘chemical’ division of Monsanto plans to relocate later this summer, are being considered for the assignment, said Thomas J. Schaeffer of Monsanto.
Three finalists will be selected to make presentations later this month, sources said. Monsanto’s request for proposal asks for ‘three plans that could be layered upon each other, not to exceed $1.4 million.’
The assignment is to relaunch the Wear Dated carpet label to the flooring trade ‘to reassure it’s not going away,’ Schaeffer said. ‘We need to come up with a way to say Wear Dated without Monsanto.’
The selected agency will have the opportunity for additional business for carpet and nylon industrial products employing Acrilan, a synthetic developed by Monsanto in the 1950s, according to the client’s request for proposal.
Schaeffer confirmed that ‘the carrot we’re holding out’ is permanent agency status for the Monsanto brands. Media buying had previously been handled by Advanswers in St. Louis, while creative work was done on a project basis by shops including Simmons, Durham and Associates in St. Louis.
The Monsanto Co. in December announced plans to spin off its chemical business, which includes Wear Dated carpets and upholstery. The chemical division is moving to Atlanta and will be renamed later this summer.
Wear Dated carpet was first introduced in 1981 but is based on a concept from the early 1950s, when new synthetic fibers were developed to provide an alternative to cotton and wool.
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