Rust-Oleum Shifts to Periscope

CHICAGO Venerable paint company Rust-Oleum has contracted independent Periscope to handle its estimated $5-10 million account after a review, according to the shop.

The Minneapolis agency will handle everything from strategic and creative development to media placement and Web initiatives, said Kurt Hardy, senior director of marketing at the Vernon Hills, Ill., client. The assignment includes promoting the company’s Rust-Oleum and Zinsser consumer brands.

Though the Rust-Oleum name has 96 percent awareness among consumers, they tend to perceive it as an “older brand,” a situation the company hopes to reverse via advertising, Hardy said.

“While their brand is widely known and comes across as a number one or two top brand, they are associated for stopping rust, and they stand for so much more than that,” said agency CEO Greg Kurowski.

Rust-Oleum’s previous agency was independent shop Greenhouse Communications in Chicago. The company’s tagline is, “Stopping rust is just the start.” Hardy said he wasn’t sure if that slogan would continue.

Periscope’s ads will explain that the company has more products than just its rust-preventive paint, Kurowski said.

Contenders in the review were not disclosed. Jones Lundin Beals in Chicago managed the search.

Rust-Oleum spent $6 million on advertising last year, according to Nielsen Monitor-Plus. Hardy would not disclose future spending, but other below-the-line work would push the capitalized billings much higher. Kurowski said the account would be among the shop’s top five pieces of business.