KraftMaid Creative, Media Up for Grabs

BOSTON KraftMaid Cabinetry has hired Pile and Co. to manage a review of its advertising account, according to the consulting company here.

Incumbent Doner in Southfield, Mich., an independent shop that has worked on the business for the past three years, is not participating in the contest.

The client spent slightly more than $4 million in U.S. measured media last year, up $1 million from 2004, per Nielsen Monitor-Plus.

“As we continue to grow and the business environment becomes increasingly competitive, it is important to ensure that we have the best partner(s) in place to help us achieve our business objectives and to grow market share,” said Kim Craig, marketing manager at the client in Middlefield, Ohio, in a statement.

Pile and Co. is now in the early stages of determining a slate of agencies to pitch the account. Semifinalists will be named next month. The review is expected to finish in November.

Founded in 1969, KraftMaid is one of the world’s largest cabinetry manufacturers and a leading producer of built-to-order cabinetry for the home. Kraftmaid products are sold through independent dealers and distributors as well as in home centers in the U.S. and abroad.

KraftMaid recently introduced Venicia, a line of modernistic European-style cabinets, and the winning agency will likely be tasked with touting that brand, in addition to providing overall marketing support.

Masco, a Taylor, Mich.-based building-products concern, owns the company.

Owing to recent expansion, KraftMaid is currently building an 840,000 square-foot manufacturing facility in Utah.

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