ATLANTA Thomasville Furniture has selected The Martin Agency as its lead shop, the client confirmed.
The decision follows informal talks with a handful of agencies, independent Price McNabb in Charlotte and Havas' McKinney + Silver in Raleigh, N.C., sources said. IPG's Mullen did not meet with the client as Adweek Online previously reported.
Thomasville vice president of marketing Mitch Scott said he looked at agencies with pertinent experience in furniture and retail, adding that he and new president Tom Tilley, who joined the company from Pennsylvania House Furniture in May, were impressed with Martin's strategy and creative work.
"Thomasville has a new results-oriented management team made up of some new and some long-term players," said John Adams, chairman and CEO of Martin.
Scott said Thomasville's marketing budget would be expanded, but declined to give a specific figure. McCarthy Mambro Bertino in Boston won the then-$20 million account in 2001 against McKinney. In 2002, the client spent $10 million on advertising, per TNS Media Intelligence/CMR. Sources estimated Thomasville's current ad spending at $6-8 million.
A national television and print campaign will launch in February 2004 following Martin's branding study with Interbrand of Boston.
The North Carolina furniture manufacturer broke with incumbent MMB earlier this year.