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Moen Selects Havas Chicago as Its Lead Creative and Media Agency

Brand wants to reinvent for a new generation

Moen is looking to attract more DIY millennials. moen.com

Moen has consolidated its marketing business at Havas Chicago, awarding the agency brand responsibility for creative, media, digital and content.

The faucet manufacturer's measured media spending through the third quarter was nearly $13 million, and it spent about $16 million in 2014, according to Kantar Media.

The account was previously handled by The Martin Agency, which oversaw traditional creative, TV and print duties, while Critical Mass was responsible for digital creative and media. Cleveland-based Rojek Consulting Group handled Moen's agency review, which included other undisclosed contenders.

Havas said it is being charged with reinventing Moen for the brand's emerging millennial and multicultural customer base, not to mention the future generation of "centennial" shoppers.

In a statement, Moen vp of global brand marketing Tim McDonough explained the move to Havas: "While several prequalified agencies were excellent choices for Moen's consideration, the team from Havas Chicago demonstrated superior capability and insights, as well as deep appreciation for our company culture, ethos, and brand potential."

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