GdB Adds Honeywell Division

Gabriel deGrood Bendt, which won Honeywell’s Environmental Control Division account after a review of local agencies, will attempt to establish the company as the leader in climate-control devices.

CMR listed $2 million in measured media for the division last year out of a total outlay by Honeywell of about $20 million, according to CMR.

However, Honeywell’s ad spending was drastically reduced this year, with only $5 million in spending through August, as the Minneapolis-based company anticipated its sale to General Electric in a stock deal valued at $45 billion. The sale was squashed when the European Union rejected the deal this summer.

The Minneapolis shop’s duties will include advertising, public relations and collateral.

“The experience GdB has should help us [bring together] the exact look and feel of all our communications,” said Justin McCurnin, director of marketing at Honeywell EVC. “We’re excited about the new partnership, and what we can accomplish together.”

The shop’s first work is set to break in January and will target tradesmen who install the devices in homes, said president Tom Gabriel.

“We need to get the trade to understand the precision of these devices,” he said. Honeywell claims its products can maintain a constant temperature, Gabriel said.

A consumer effort will follow, Gabriel said.

There was no incumbent. The cli ent had used various agencies for projects. McCann-Erickson in Detroit handles Honeywell Con sumer Product Group’s Prestone, FRAM and Auto lite brands.