GDR, Haworth Share Corian’s Media Duties

Six months after being assigned creative and strategic duties on DuPont’s Corian account, Minneapolis agency Gabriel Diericks Razidlo has added the media portion.
GDR will partner with Haworth Marketing & Media, also in Minneapolis, to handle the media assignment. Details of how the billings will be shared have not been worked out, said GDR president Tom Gabriel.
In January, GDR won Corian’s creative and planning duties from BBDO, New York, which retained media responsibilities [Adweek, Feb, 2].
But when the client recently asked the two agencies to make presentations on a strategic issue, sources said, GDR brought in Haworth to help with its presentation. DuPont subsequently asked the pair to handle the media buying, sources said. Haworth officials could not be reached for comment.
“GDR and Haworth brought us farsighted and highly creative solutions,” said Debra Johnson, a representative for the Wilmington, Del.-based company, which markets solid surfaces such as countertops.
Billings were not disclosed. DuPont Corian spent about $7 million on advertising last year, according to Competitive Media Reporting.
GDR’s first consumer advertising for Corian is expected to break in September issues of magazines such as Architectural Digest, Country Home, House Beautiful and Martha Stewart Living.
The humorous ads confront head-on the many decisions involved in constructing or remodeling a home. One spread features a kitchen construction with only a Corian countertop installed. “One down. 107 to go,” reads the headline. Accompanying copy suggests Corian is the starting point for all the other decisions to come. There is no tagline.
Separately, GDR has been named agency of record for Phillips Beverage Co.’s Sour Puss and Phillips brands. GDR helped the Minneapolis-based spirits manufacturer introduce Sour Puss liqueur earlier this year. Billings were not disclosed.