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