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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.
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