That was fast. When Doner Detroit execs read about Stanley Steemer’s search for an ad agency, they got in touch with the Dublin, Ohio-based company, which was already down to creative finalists. Within four weeks Doner won the business. (Horizon handles the media business.)
In 2012, the cleaning services company spent $40 million in measured media, according to Nielsen, an amount that does not include Internet spending. Doner’s first work will break in the spring.
There does not appear to be an incumbent agency, per se. In recent years, Stanley Steemer has worked with agencies like Ron Foth Advertising, Columbus, Ohio; Young & Laramore, Indianapolis and The Loomis Agency, Dallas.
David DeMuth, co-CEO, president at Doner, noted that dealing with a family-owned company streamlined the decision-making process in the agency review, and said about the win: “We thought it was a brand that would be a good fit with us. They have a colorful heritage and an intuitive sense of branding with their colorful vans and jingle. You’ll see work from us that will be different but have strong signature characteristics and be fun.”