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Stanley Seeks To Retool Ad Efforts

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Ammirati Resigns Account; Client Gears Up for Agency Review
BOSTON--Toolmaker The Stanley Works is conducting a review for its estimated $8 million corporate advertising account.
Ammirati Puris Lintas in New York recently resigned the business after nine years as Stanley's lead agency. In a prepared statement, Ammirati said the timing was right to part ways, as the original management team at the New Britain, Conn., company had departed. The agency also cited a desire to refocus on its other accounts, such as new clients Ameritech and GMC.
Stanley has undergone several management changes over the past year. John Trani, the former head of General Electric's medical systems business, was appointed chairman and chief executive officer in January. Additionally, former Disney executive Ken Lewis was selected to head brand advertising.
The changes lead to a decision to target professional tool users rather than the do-it-yourself audience. One agency source said Lewis wants to transform Stanley into a world-class brand, in the same league as Gillette and Campbell's Soup.
Scott Bannell, director of advertising at Stanley, said the agency and client parted ways on "very good terms. [Ammirati] has had a terrific run of new business wins recently, and we're pretty small potatoes for them." Bannell declined comment on the current review process.
Two Connecticut agencies that already work for the client and may pitch the account include Keiler & Co. in Farmington, Conn., and Mason & Madison in New Haven, Conn.
Keiler & Co. has handled various assignments for Stanley, including print advertising, design work, corporate identity projects and public relations chores.
"We've had a 20-year relationship with Stanley, and we'll look into" getting the rest of the account, said agency president Dick Keiler.
Mason & Madison began working for the client's Stanley Tools division in February, replacing Arnold Communications in Boston after 23 years.
Officials at Mason & Madison said they were interested in pursuing Stanley's account but had not been in contact with the client.
Arnold chief marketing officer Fran Kelly, who also had not touched base with Stanley, said he was not sure whether Arnold would pitch the account. Before being bought by Arnold in 1992, HBM/Creamer created the tagline, "Help you do things right." --with Sloane Lucas