Fogarty Klein Locks Up Kwikset

Residential security locks specialist Kwikset has hired Houston’s Fogarty Klein & Partners to support its first national print and television campaign in approximately five years.
Billings were undisclosed. Kwikset marketing vice president Lance Reisman would only say that the campaign would be a “multi-million dollar” effort. The Black & Decker-owned unit spent $2.1 million in 1994 when it last advertised on television. That work was produced by Kwikset’s previous agency, Lois/EJL (a sister company of Lois/USA-owned Fogarty), Los Angeles.
“We are looking into doing some television advertising to drive some of our new products,” including Access One keyless remote locks, said Reisman. “We chose Fogarty & Klein because of their strategic planning and brand strategy, their experience in TV advertising and their knowledge of the hardware industry.”
Fogarty is also agency of record for Hechinger’s/Builder’s Square, a merged retail hardware chain that caters to the do-it-yourself market.
Agency principal Rich Klein said he began preliminary discussions with Kwikset officials last summer, when he was on the West Coast pitching L.A. Cellular’s $20 million account.
Although unsuccessful in garnering that business, the contact with Kwikset led to more serious discussions that yielded a formal spec presentation in December against another undisclosed shop.
Competitive Media Reporting figures show the account was nearly dormant the last four years. Kwikset was most active last year, when it spent $349,000 on marketing in the January-October period.
Locks and other door security items manufactured by Kwikset are used in 40-50 percent of the households in the country, according to Klein.
Besides the Kwikset and Access One labels, the company markets locks under the Titan and Black & Decker brands.