Henderson Advertising Is ‘Flush With Victory’

Secures Account of Toto USA’s Top-Drawer Plumbing Products
ATLANTA–Last month Henderson Advertising closed on houses. This month the plumbing arrived.
After acquiring Ryland Homes’ Southeast account to close 1998, the Greenville, S.C., shop began the new year being named agency of record for Toto USA, a subsidiary of the Japanese company that manufactures plumbing products.
Henderson will handle advertising, media, collateral and direct marketing for the toilet and lavatory products of Toto’s domestic division.
“You can say we’re flush with victory,” cracked agency account supervisor Terry Horner.
The account, awarded without a review, had previously been handled by dGWB of Irvine, Calif. Billings are estimated at $2-4 million.
Henderson had been cultivating the account for more than a year, according to senior vice president Bob Warren.
Horner, who had category experience working with American Standard while he was at Carmichael Lynch in Minneapolis, said he placed Toto on a “hit list” of clients he wanted to land after joining his new agency. Henderson also has similar experience with Peerless Faucets.
“They know our business and know what our customers and distributors need to grow it,” said Toto marketing communications manager Newbold Warden. “We found [Henderson] to be not only gifted creatively, but strategically as well. We’ve always believed that an award-winning creative product is the best at growing the brand.”
Toto initially hired the agency to produce a brochure last fall, Warren said, “and out of that we developed a new position and identity.”
Horner said previous campaigns did not successfully differentiate Toto commodes as upscale residential status products, using phrases like “harnessing the forces of nature.” New advertising will combine style and performance, with the tagline, “Is it science or is it art?”
The agency will begin work immediately on an integrated advertising campaign. Henderson’s interactive group is also redesigning Toto USA’s Web site.
–T.W. Siebert