CLEVELAND – Sherwin-Williams is pulling its paint stores division broadcast advertising in-house after a two-and-a-half-year stint with J. Walter Thompson/Chicago, the company confirmed last week.
Thompson, which won the $9-million fee account after a shoot-out with three agencies in late 1990 and early 1991, handled both the consumer and business-to-business accounts, and was running a campaign that told consumers to shop for their paints where professional painters shop. The tagline was, ‘Ask Sherwin-Williams.’
According to Neil Guiliano, director of advertising for Sherwin-Williams, the move to pull the account in-house was consistent with other moves the company has made on its business. For instance, when the company put the business in review in 1990, it decided to pull the media buying in-house.
‘It’s a business decision,’ Guiliano said. ‘This was something that was a next logical step. We liked the creative that we received from Thompson, but this fits with other elements of our business.’
Guiliano said the company wasn’t considering putting the account up for review again, and just would handle the business in-house. He also said that the move only affects the paint stores division of Sherwin-Williams and is not a signal that any other division would follow.
Dutch Boy Paints, another Sherwin-Williams division, is currently conducting a review for its $4-5 million account and is said to be talking with six undisclosed agencies including incumbent Griswold.
Copyright Adweek L.P. (1993)
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