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Hamilton Beach/Proctor Silex, whose ad spending in recent years has been negligible, has asked MARC USA to define its brand and show how it can better get its products to market.
The Richmond, Va., manufacturer of household appliances split with DDB Chicago after five years in what a representative described as “an amicable parting.” Pittsburgh’s MARC then bested several undisclosed shops in a review for the brand strategy assignment.
Media planning and buying, also performed by DDB, will now be handled in-house, the representative said.
Among MARC’s assignments is to determine how to position Hamilton Beach/Proctor Silex products not just for consumers, but for the retail distribution channels that are so important to such merchandise.
“Our work is really on strategy development, looking at all their products, the positioning for the brand and how to go to market,” said Michele Fabrizi, MARC’s CEO.
MARC has done an increasing amount of such strategy work as cash-strapped...
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