Jacobson Rost Tops 4 Agencies for First Alert

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Jacobson Rost plans a $10 million effort later this spring for First Alert carbon-monoxide and smoke detectors, the agency said.

The Sheboygan, Wis., shop won the business following a review against four small to midsize shops, according to president Jerry Flemma.

Flemma said the agency’s campaign will “move away from some of the negativity” sometimes used to sell detectors. “Historically, the category has [pushed] scare tactics,” he said. “You need to educate people, not frighten them.”

The account had been at Carmichael Lynch in Minneapolis for several years, but that agency was not among finalists in the review, said Mark Colello, senior vp of sales for First Alert and BRK Brands, both divisions of Sunbeam.

Spending dropped off last year as the Rockford, Ill.,







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