Dangel Begins Push for Crate & Barrel

CHICAGO Dangel Advertising is launching a print, TV and outdoor push for Crate and Barrel and its sibling brand CB2, the independent agency said.

The client spent more than $15 million last year in measured media and $5 million through the first half of 2006, per TNS Media Intelligence.

“This is a partnership that we feel exceptionally good about because, on many levels, we share Crate and Barrel’s values and their sensibilities,” said Lynn Dangel, president of the shop in Lake Forest, Ill. “They’re a smart company. Their success is a direct result of their creativity. They are passionate about their work.”

The print breaks immediately in Real Simple, The New York Times Magazine and The New Yorker, among others. Merchandise shots by Chicago-based photographer Dennis Manarchy grace those executions.

The TV component consists of two 30-second commercials featuring Crate and Barrel products in everyday situations.

There is no tagline, and this represents Dangel’s first significant work for the brand.

Tom Shortlidge, who runs an eponymous company in Evanston, Ill., has fashioned elements of the chain’s advertising for more than 40 years. He is retiring, and introduced the client to Dangel, according to the agency.

“We had the privilege of inheriting a brand that has been handled with great integrity for many years,” said Dangel. “Our goal was to maintain the brand voice, which had been so stunningly established by Tom Shortlidge, while evolving the brand’s look and feel. The black-and-white visual vocabulary of Crate and Barrel is strongly established in this campaign, both in print and TV. The brand’s humanity comes through in the copy and the tone of the language.”

Dangel was formed in 1998 and has also handled projects for American Express, Child Hope and Wrangler.