KraftMaid Moves to Olson

Independent shop Olson in Minneapolis has added KraftMaid for advertising, public relations and interactive chores.

The client spent $3.5 million in domestic measured media during the first two-thirds of 2009 after spending $4.5 million during all of 2008, per Nielsen.

Previously, the client, a high-end, semi-custom cabinetmaker, had worked with Publicis Groupe’s Leo Burnett in Chicago, which it tapped after a review three years ago.

The work was awarded to Olson following a review led by Pile and Co., the consulting firm in Boston.

“We were looking for a holistic partner that could bring new, better, different thinking to KraftMaid’s marketing program. And Olson clearly demonstrated the passion and deep strategic understanding for our business we were looking for right from the beginning,” said Mara Villanueva-Heras, managing director, marketing, KraftMaid, in a statement.

Agency president Kevin DiLorenzo added: “We already know we will take them in a distinctly new direction that will certainly make them stand out.”

The first KraftMaid work from Olson is slated to launch early in the second quarter.

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