M/W to Roll Out This Old House Paint

CHICAGO ICI Paints has tapped Martin/Williams to handle the introduction of its This Old House brand of paints, according to the agency.

The Minneapolis shop will be responsible for creative, media and public relations. The assignment came following a review involving undisclosed contenders.

“The Martin/Williams integrated work showed a real understanding of the power of the This Old House brand and the possibilities it offers ICI Paints in both the residential and commercial painting sectors,” said Cathy Fischer, chief marketing officer for the Cleveland company, in a statement. “In addition, the agency’s outstanding work with the leading retailers gives us the confidence to place branding activities for this important new paint line in their hands.”

Spending for the assignment was not disclosed. The line of paints is expected to launch in early 2005, according to an agency representative.