3M selected Venables Bell & Partners as its creative agency following a review launched in November which ended a 21-year relationship with Grey. The company’s brands include ubiquitous sticky staples Scotch and Post-it, as well as healthcare brand Nexcare.
“After a thorough and comprehensive search with many great agencies, we have selected Venables Bell & Partners as the new creative agency for 3M’s consumer business,” David Crist, vice president, marketing for 3M’s consumer business group, said in a statement. “VB&P impressed us for many reasons including their proven track record of fueling iconic brands with their creativity and media agnostic approach.”
VB&P will handle global marketing for the brands and has already begun working on cross-platform campaigns set to debut this year.
“These are brands you know and love but may not associate with 3M,” VB&P partner, managing director Kate Jeffers told Adweek, adding the agency is excited to work on 3M’s line of “products you need in the moment” which gives it “so much untapped potential to do innovative, impactful work to place those brands in the larger culture.”
According to Kantar Media, 3M spent $36 million during the first 11 months of 2016, up from $35 million for all of 2015.
The news follows VB&P beating out W+K to win creative duties on Chipotle in January, after deciding not to defend in Phillips 66’s review the month prior.