After six years representing Stanley-Proto Tools, Austin Kelley Advertising here was awarded advertising for Mac Tools.
Both brands are under the aegis of The Stanley Works in New Britain, Conn.
The budget for the new account has not been determined. According to Competitive Media Reporting (CMR), there were no 1997 ad expenditures for Mac Tools and $19,000 spent in the first quarter of this year.
The brand has been handled in-house until now. The decision to place Mac Tools with an agency came as Stanley was consolidating its marketing responsibilities. According to the agency, it made a full presentation for the account against an undisclosed group of shops.
"Austin Kelley has built a record with our Proto and Blackhawk brands, and was able to prove they could quickly apply that knowledge to Mac Tools," said client marketing service manager Cid Rhomberg.
The agency will use the "Tools for the pro" tagline. Mac Tools are high-end products aimed at professional mechanics in the automotive aftermarket, as opposed to do-it-yourselfers. The line is sold off a truck at auto centers and garages, competing against segment leader Snap-On Tools. CMR reported that firm spent more than $1 million on 1997 ads.
Austin Kelley will launch a branding campaign this summer, primarily a business-to-business effort. It will leverage the client's motorsports programs, which include ties to the National Hot Rod Association, Nascar and the World of Outlaws Racing.