Mintz: ‘An Ideal Fit’

Ingersoll-Rand Division Hires Conn. Shop
BOSTON–Mintz & Hoke has been named agency of record for Ingersoll-Rand’s Tool & Hoist division following a review of undisclosed shops.
The estimated $2-2.5 million business had been handled by Anderson & Lembke in New York, which earlier this month was folded into sister agency Angotti, Thomas, Hedge [Adweek, March 1].
Mintz chief executive officer Chris Knopf, a self-proclaimed “hardware guy,” said his shop had been in contact with the Liberty Bell, N.J.-based client for years before being contacted to pitch the account.
“It was an ideal fit for us,” Knopf said. “It’s an integrated account with different elements coming into play. It’s trade-oriented but quasi-industrial/consumer. We like that field.”
The Avon, Conn.-based shop plans to launch a consumer and trade print campaign promoting the Tool & Hoist division’s business units: automotive and industrial tools, fastener tightening, original equipment manufacturers and material handling.
Mintz “did their homework,” said William Restmeyer, manager of marketing communications for the Tool & Hoist division. “[They] went out and talked with the people we needed to reach … [They] have the right amount of initiative and experience.”
The shop has created ads for Pratt & Whitney, the Wiremold Co. and Certainteed.
Mintz vice president and management supervisor Bill Fields will head up the account, Knopf said. The creative team has not yet been decided.
The Tool & Hoist division provides air-powered tools, bearings, wrenches and components to the industrial and automotive industries.
Ingersoll-Rand, which posted sales last year of $8.3 billion, counts the Stanley Works and Snap-On Tools among its competitors.