Coyne Prepares to Build Business for Hafele

ATLANTA CoyneBeahmShouse has been chosen to provide domestic marketing services for German hardware manufacturer Hafele, the agency said.

The Greensboro, N.C., independent had in the past done some projects for the client, and the selection of the shop for additional chores was made without a review. Hafele’s North American headquarters is also in Greensboro.

CoyneBeahmShouse will now develop Hafele’s first concerted campaign aimed at both consumers and distributors, promoting Hafele’s furniture and cabinet hardware as essential finishing elements. Ads will encourage customers to ask for Hafele hardware and distributors to recommend it, said Tom Barbitta, senior vice president of marketing for the agency. Previous ads had targeted manufacturers through industry trade journals.

The initiative is slated to launch early next year and creative details are still being worked out, Barbitta said. Billings were not disclosed.

CoyneBeahmShouse also works for Lowe’s Home Improvement, a distributor of Hafele hardware, and Thomasville Furniture, a manufacturer that uses the products.