Henkel Adds Fallon to Its Creative Roster

Shop takes on the Loctite brand of adhesives

Fallon has outstripped a long list of finalists to claim a spot of Henkel's creative roster—as lead agency on the company's Loctite brand of adhesives.

Sources identified the other finalists as DDB in Chicago; Barton F. Graf 9000 in New York; Red Tettemer + Partners in Philadelphia; Marcus Thomas in Cleveland; and the incumbent, Cramer-Krasselt in Milwaukee. C-K has handled the brand since 2010.

Loctite's previous media spending has been modest but is expected to exceed $10 million next year. Last year's total approached $4 million, down from about $8 million in 2011, according to Nielsen.

The Nielsen figures, however, don't include online spending, and Fallon's assignment includes digital advertising, including social media efforts. The Publicis Groupe shop also will develop traditional ads, retail marketing and events. Its first work is expected early next year.

In selecting the agency, Pierre Tannoux, marketing director at Loctite Consumer Adhesives, cited Fallon's track record of “making unique, relevant, different and, above all, memorable work that touches people.”

Loctite's portfolio of products includes Super Glue, Power Grab, Stick 'n Seal and Threadlocker.

“Loctite is in everything,” said Jeff Kling, chief creative officer at Fallon in Minneapolis. “It holds planes together. Your phone is full of it. And yet consumers don’t know the brand. We’ll change that.”

Media planning and buying responsibilities were not part of the review and remain at Omnicom Group's OMD in Los Angeles. Select Resources International in Santa Monica, Calif. helped manage the search.

Beyond OMD, other Henkel roster shop include Red Tettemer, which creates ads for the Dial and Right Guard brands, and Pereira & O'Dell, which handles homecare brands like Soft Scrub, Renuzit and Purex.