Hitachi Puts Power Tools Back at Eisner

Eisner & Associates of Baltimore has been awarded the estimated $4 million advertising account for Hitachi power tools without a review.
Previously, the Atlanta-based client had worked with Bockel & Co., also of Atlanta.
“We approached Hitachi based on our track record with DeWalt,” said Abe Novick, vice president of new business development at Eisner & Associates. “It seemed like a natural fit.”
Five months ago, Eisner & Associates resigned the $3 million advertising account of Dewalt Industrial Tool Co., a brand of Towson, Md.-based Black & Decker, as the client began contacting agencies for a review.
The McLean, Va., office of Arnold Communications was eventually awarded the DeWalt advertising account.
“Our campaign [for DeWalt] won the coveted Effie, the most prestigious marketing effectiveness award,” said agency chief executive officer and president Steve Eisner.
Officials at the agency said they would begin work on the Hitachi power tools business immediately. They added that all advertising venues–including broadcast and the Internet–are being considered for a major campaign slated to begin in the spring of this year.
“We are thrilled to have Hitachi on board as our partner in moving this brand forward,” said Steve Karaga, vice president of sales and marketing at Eisner & Associates. “We’re putting together an outstanding team to propel Hitachi into the highest ranks within the power tools category.”
Eisner & Associates has enjoyed a string of new business wins in the last year. Recent client additions include the Maryland State Lottery, Polaroid’s Xoor brand sunglasses, the National Association of Home Builders, Baltimore-Washington International Airport, Children’s Medical Center and the Metal Roofing Coalition.