Monsanto Seeks Ad Agency For Wear Dated Carpet Launch

By Trevor Jensen and Katy Eckmann

ICAGO–The Monsanto Co. is reviewing ad agencies to relaunch Wear Dated carpeting through an yet-to-be-named spinoff company. The project assignment could lead to permanent agency status.

Shops in St. Louis, where Monsanto is headquartered, and Atlanta, where a new chemical division of Monsanto plans to open offices later this summer, are being considered for the assignment, said Thomas Schaeffer of Monsanto.

Three finalists will be picked to make presentations later this month, sources said. Monsanto’s request for proposals asks for ‘three plans that could be layered upon each other, not to exceed $1.4 million (in ad spending).’

The assignment is to relaunch the Wear Dated carpet label amongst the flooring trade audience ‘to reassure it’s not going away,’ Schaeffer said. ‘We need to come up with a way to say Wear Dated without (saying) Monsanto.’

The selected agency will have the opportunity for additional business for carpet and nylon industrial products employing Acrilan, a synthetic developed by Monsanto in the 1950s, according to the request for proposals.

Media buying previously had been handled by Advanswers in St. Louis, while creative work was done on a project basis by shops including Simmons, Durham & Associates in St. Louis.

Monsanto in December announced plans to spin off its chemical business, which includes Wear Dated carpets and upholstery. The chemical division is moving to Atlanta and will go under a name to be announced later this summer.

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