Trade and Consumer Efforts Roll Out in $8 Million Brand Push
BOSTON--Donovan Group has launched an $8 million branding campaign for The Holmes Group.
Print ads that position the Milford, Mass., home appliance provider as innovative and forward-thinking are tagged "Making life less complicated."
One print ad proclaims, "You don't create 104 new products by following the rules." Another features a picket fence and copy that begins, "This is the all-too-popular fence ... that so many businesses sit on. And while they sit there, here we are hopping those fences like they're track hurdles."
Donovan is handling creative chores and is sharing media duties with Carat Freeman, Newton, Mass.
A trade push is breaking now. In the fall, Donovan will launch consumer campaigns touting the client's air purifiers and electric crock-pots. TV, print, radio and online executions will be featured.
Donovan was hired several months ago following an unorthodox review. The client invited 12 agencies to a meeting in which shop executives were asked how they would go about selecting an advertising agency if they were the client.
In addition to Northborough, Mass.-based Donovan, Boston shops Clarke Goward, CGN Marketing & Creative Services, Holland Mark Edmund Ingalls and Wickersham Hunt Schwantner participated, said Holmes executive vice president Greg White.
White used to work at New York agencies, including Ammirati Puris Lintas, and didn't want to put shops through a drawn-out process, he explained. "The only way you can assess [agencies] is by putting them on the spot. All the spec work is smoke and mirrors," he said.
"[The Holmes Group] is very much a maverick in terms of innovative thinking. It's a very exciting consumer brand, one that we can really run hard with," agency president Michael Donovan said.
The client previously worked with small shops on a project basis. The company decided to invest in its first branding campaign after acquiring the Rival Co. last year.
Kansas City, Kan.-based Rival markets home appliance brands Rival, White Mountain, Simer,
Pollenex, Bionaire and Patton.
The Holmes Group also sells home products, such as fans and lighting, under the names Holmes and Family Care. With the addition of Rival, the company posted more than $600 million in sales last year, White said. K