The Loomis Agency will no longer handle creative for Stanley Steemer's franchisees following a review for the national branding account, the client said.
The Dallas shop will continue to buy media for 20 franchisees in 27 markets, the agency said.
Young & Laramore of Indian-apolis won creative duties for the carpet-cleaning service's national advertising and franchisees in the review that included finalists Cramer-Krasselt, Milwaukee, and Hanft Byrne Raboy & Partners, New York, said Ismael Sapoval, client vice president of marketing.
Loomis, which was cut from the national review in an earlier round, said it is taking the "traditional" role of a regional agency. "[The client] will always need help localizing the brand and that's our role," said agency CEO Paul Loomis.
The national creative of the Dub-lin, Ohio-based client was previously at Holcomb Gallagher Adams in Columbus, Ohio, which was in the review through a cut to six shops, then pulled out, sources said.
Y&L's winning presentation for Stanley Steemer's $35 million ac-count used sophisticated humor that showed dirt as a normal part of daily life, executives said.
Stanley Steemer sought a creative approach that positions it in consumers' minds as a service they think of even when there's no stain on their carpet, Sapoval said. The company also wanted a shop that could address its expansion into air-duct cleaning, tile and grout services, water extraction and carpet sales, he said.
A new campaign is slated to break in March to coincide with an annual franchisee conference, Y&L president Paul Knapp said. The long-running tagline, "Tough on dirt, gentle on carpet," will likely remain, Sapoval said.
Empower MediaMarketing in Cin cinnati continues to handle national media buying and planning, which was not part of the review.