Carmichael Lynch Picks Up Cabinet Maker

CHICAGO Master Brand Cabinets, which produces several lines of home cabinetry, has hired Carmichael Lynch to advertise its Diamond product line.

The Jasper, Ind., company, which also produces the Thomasville line sold through Home Depot stores, was impressed with the Minneapolis agency’s home products portfolio, which includes Formica, Hurd Windows, American Standard and Amana. In particular, the client was impressed with the shop’s work for Trex, a faux lumber used to make intricate decks, said Roman Paluta, the agency’s chief marketing officer.

“Before we ever met, the folks at Master Brand were aware of our work for Trex, turning a building product into an asked-for brand,” Paluta said. “They understand the power of great work and they’re committed to CL’s integrated approach.”

The assignment will include advertising, design, interactive and public relations through the shop’s Carmichael Lynch Spong unit.

Account billings were undisclosed. Master Brand Cabinets has not previously spent heavily on advertising for its Diamond products.