California Closets, a Los Angeles-based company devoted to home interior organization, has awarded its $5-7 million global ad account to Young & Rubicam's San Francisco office. The agency won the business without a review.
Y&R will create a global branding campaign and a "total marketing strategy" for the client, according to company executives.
"We are going to benefit from Y&R's global point of view," said Edward Leaman, executive director of California Closets. "I've been very impressed with their work ... and I'm confident this partnership will see grand results."
Although Y&R takes over the bulk of the ad duties, Leaman will continue to act as a "marketing and design consultant" for the client, according to Austin McGhie, Y&R president and chief executive officer. Leaman has handled the company's advertising for a long time, McGhie said, and has also provided retail and design consulting for clients such as Joe Boxer and The Body Shop.
"We look forward to working on strategy with [Leaman]," said McGhie. "We're also happy to be involved with a client that is growing very fast, and is an established leader in its industry."
Y&R's branding campaign will consist primarily of print ads appearing in home improvement magazines, and will emphasize the client's expertise in home office organization, McGhie said. The home office industry has become "an area of incredible growth" for the client, he added.
California Closets' longstanding tagline is "Simplify your life," which sums up the client's mission to custom organize everything from cupboards to linen closets. "Everything outside the home is so hectic," said Leaman. "Your home should not be."
California Closets operates more than 100 showroom outlets in the U.S., and has expanded in recent years into Canada, Europe and Asia. The company has reported at least 30% annual growth in each of the past several years.