Stanley Seeks Shop for Europe

Toolmaker Restructures Overseas Operations
BOSTON–The Stanley Works is looking for an agency to support its European operations.
The New Britain, Conn., toolmaker will issue a request for proposals this month to handle advertising overseas, said Ken Lewis, Stanley’s corporate vice president of marketing and brand development. Lewis declined to disclose a time line, saying only that an agency decision should be reached by spring.
Asked whether Mullen, Stanley’s agency of record in Wenham, Mass., would be considered for the assignment, Lewis said: “Mullen is the keeper of the brand. They will always be the point team. They will work closely with whatever shop we choose.”
Stanley is looking for a smaller agency with marketing experience that “realizes we are a relatively small piece of business in the European world at this time,” Lewis said.
Lewis estimated the ad budget would be in the six-figure range. “We need an agency that realizes we’d be a tiny fish in their fishbowl,” he said.
While Stanley has not advertised in Europe for years, the company has employed McCann-Erickson’s London office for public relations chores.
The search coincides with the restructuring of Stanley’s European operations, which resulted in Stef Kranendijk being named president of Stanley Europe on Sept. 1.
Based in Brussels, Kranendijk will oversee the company’s business in Europe, the Middle East and Africa. He joined Stanley from Procter & Gamble, where he was CEO for Poland, the Baltics and Belarus.
During his 19 years with P&G, he worked with agencies such as Grey Advertising and McCann.