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Search Leads Uniroyal To Maier

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Maier Advertising in Farmington, Conn., has won advertising and collateral duties for Uniroyal Chemical Co.
The account, handled for more than five years by Keiler & Co., was assigned to Maier following a review, according to Bob Petrausch, director of communications at Middlebury, Conn.-based Uniroyal.
Keiler had said it resigned the account [Adweek, March 23]. Uniroyal maintains, however, that the decision to part ways was mutual after the client opted to evaluate other agencies with an eye toward bringing in a new partner to handle collateral development.
"We went to Stamford, Greenwich . . . pretty much across the state and up through Farmington," Petrausch said of the search. "It started out as a collateral review after we made a joint decision [with Keiler] to break off collateral from advertising. When we expanded the search to include advertising, they decided to resign our account. We had a good relationship with them."
The main objective for Maier is to strengthen and unify the advertising messages of Uniroyal's specific business units in the U.S. and overseas. "Maier demonstrated to us a personalized communications strategy," Petrausch said. The account, which bills approximately a half-million dollars, also includes media buying, Petrausch added.
When it first won the business, Keiler created a corporate print campaign positioning Uniroyal as a company of thinkers. Subsequent efforts from the Farmington, Conn., agency focused on the client's specific products and included collateral materials warning customers about various chemical safety issues.