Mcgarrybowen, Gepetto Share Crayola Creative

CHICAGO Binney & Smith has ended its lead agency relationship with Leo Burnett here and shifted to working with three shops on a project basis for its Crayola brand, worth an estimated $10 million, according to a company representative.

The Easton, Pa.-based division of Hallmark has begun working with New York agencies mcgarrybowen, an independent, and WPP’s The Gepetto Group, as well as production house Pester Productions in Toronto, according to the rep. “We are not limiting our work to these three agencies, nor are they our agency of record,” she said.

Publicis Groupe-owned Burnett has handled the brand since 1999. “We understand Crayola’s decision to move away from an agency of record model and hope to work with them in the future should the need arise,” according to a statement from the agency. “We’re proud of the business-building work Leo Burnett has done for Crayola and wish them continued success.”

Burnett’s most recent work from last year featured children using Crayola markers and crayons for out-of-the-box concepts. “Make play” was the tagline. That work recently won a silver Effie award

Binney & Smith spent $10 million on advertising last year, according to Nielsen Monitor-Plus. Media will continue to be handled by Publicis Groupe’s Starcom in Chicago, the rep said.