JHI Turns to KSL Media

LOS ANGELES Independent KSL Media has won the estimated $15 million media account of James Hardie Industries, the agency said.

JHI makes building materials, particularly fiber-cement siding and backerboard, and plans expanding its business-to-business model to the do-it-yourself home remodeling market.

The Mission Viejo, Calif.-based client spent $8 million on measured media last year, per TNS Media Intelligence, but has said the launch of a new Artisan product line would expand its marketing communications.

“The strategy is trying to get more consumer pull,” said Mike Oddi, evp, direct response, media integration and analytics, KSL, Los Angeles.

Oddi said JHI is among the first to use KSL’s new custom-analytics program for consumer modeling. “We’re developing a new way to look at their customer base so we can better target their customer,” he said. “It combines traditional database analysis, such as that used in direct-marketing one-on-one techniques, with MRI, to take a closer look at the customer.”

Oddi said when the analytics are converted to a “more precise description of the customer,” it would be a much more detailed look, a higher level of segmentation beyond shared interests and buying similar products. The techniques aim at identifying a nexus between business and consumer targets.

“We look to be a pioneer in everything we do, and we want our partners to mirror that philosophy,” said Kevin Everhart, vp, marketing, JHI, in a statement. “KSL has the right level of independent entrepreneurial thinking.”

Eight markets will be targeted in the U.S. and Canada, the agency said, first with radio, print (Martha Stewart Living and USA Today, for example) and online this summer. The effort will be extended to direct-response television next month.

Hank Cohen, president of KSL Media, New York, said in a statement that the client’s “upside . . . can’t be realized through media as usual.”