Austin Kelley Advertising has claimed the estimated$2 million advertising account of Mannington Commercial.
The Atlanta shop won the business in a review against Brian J. Ganton & Associates in Cedar Grove, N.J. Loeffler Ketchum Mountjoy, the incumbent in Charlotte, N.C., did not participate.
A division of Mannington Mills in Salem, N.J., Mannington Commercial of Calhoun, Ga., manufactures hard- and soft-surface flooring products. According to AKA executive creative director Jim Spruell, his agency's lack of category experience was not a detriment.
"Most advertisers in this category are happy to just show a picture and assume the architects and designers will come," Spruell said. "But why not reward them with an idea and chuckle [about] the product's main attribute—durability."
Robyn Raff, client marketing services manager, was impressed with the shop's strategic and creative insights.
"Austin Kelley is a good-sized agency, but the way they operate is intimate," Raff said. "Yet they have a lot to back it up."
AKA's first assignment is a business-to-business campaign introducing iCore, a composite material developed for use in the medical, retail and hospitality sectors. Print ads will run in Architect, Architectural Record and Interior Design.