The Hillman Group Names Y&L Its Lead Creative and Strategic Agency

By Erik Oster 

Hardware company The Hillman Group, “a leading provider of fasteners, key duplication and engraving systems and related hardware items to over 26,000 retail customers in the U.S., Canada, Mexico and South America,” appointed Indianapolis-based indie shop Young & Laramore as its lead creative and strategic agency.

As The Hillman Group prepares to launch a new consumer brand, Y&L will be tasked with developing and executing its brand strategy and communications plan. Young and Laramore’s experience with related clients such as KraftMaid cabinets, Brizo faucets and Schlage locks helped the agency secure the appointment, which comes on the heels of Pet Supplies Plus picking Y&L as its lead creative agency at the beginning of February.

“Y&L’s experience in the home category, combined with their unique approach to understanding consumer behavior made them the perfect fit for us as we create this new consumer brand,” said the client’s VP of marketing Dan Smercina.


“We’re really pleased to be working with a company so ubiquitous in the home and hardware category,” added Y&L president and chief strategy officer Tom Denari. “And, we look forward to the challenge of helping them introduce a new product idea to consumers.”