In a review that was all about finishing, Trone Advertising finished first.
RPM, a manufacturer of specialty coatings and sealants forindustrial and consumer applications, has contracted the Greensboro, N.C., agency to handle creative and media responsibilities for its wood finishes division.
"We interviewed [Trone] along with several other agencies, and I was amazed at the way they listened," said Mike Williams, RPM's group vice president. "Instant chemistry ... It was like the Jerry Maguire movie, you know, 'You had me at hello.' "
Trone topped New York incumbent Hanft Byrne Raboy & Partners and one other undisclosed agency for the estimated $4-6 million advertising account.
Trone will create introductory ads for a new do-it-yourself hardwood floor refinishing kit that does not require sanding. Television ads will appear by the end of the month in Canada and will roll out in the U.S. next spring.
"This is a revolutionary product and we immersed ourselves in it," said Chris Carlson, vice president and management supervisor at Trone. "We actually refinished the floor of one of our conference rooms with the product, and I think that made a really good impression with them."
RPM is headquartered in Medina, Ohio, but the wood finishes division is located in Hickory, N.C.