McKinney remains lead agency on the namesake Sherwin-Williams brand, but Deutsch will now handle the rest of the parent company's consumer brands.
Deutsch's assignment encompasses the likes of Dutch Boy, Krylon, Minwax, Thompson's WaterSeal, Purdy, Dupli-Color and Pratt & Lambert, according to a company representative. Collectively, they spent nearly $14 million in media last year, according to Nielsen.
Beyond creating traditional and digital ads, Deutsch will plan and buy media. Previously, Assembly was the media agency and the creative responsibilities were split among Doner in Southfield, Mich. (Krylon, Dutch Boy, Pratt & Lambert); Brushfire in Cedar Knolls, N.J. (Thompson's WaterSeal, Minwax); and Marcus Thomas in Cleveland (digital efforts across all brands).
The New York office of Deutsch landed the assignment after a review. The Bedford Group in Atlanta managed the process.
Doner, which had worked for Sherwin-Williams since 2001, did not participate in the search.