Stanley Steemer Kicks Off $35 Mil. Review

Stanley Steemer International has launched a review for its $35 million U.S. creative account, the company said.

The Dublin, Ohio-based carpet-cleaning service sent out RFPs in the last two weeks to 18 agencies, all of them “east of the Mississippi,” said Ismael Sapoval, vp of marketing.

Proposals are due back at the end of the month. Presentations will follow, and a final decision is expected by the end of August, Sapoval said.

Stanley Steemer, whose long-running tagline is “Tough on dirt, gentle on carpet,” is asking shops to pitch strategic and creative concepts as it expands its business to include air-duct cleaning, tile and grout service, water extraction and carpet sales.

“As we move into new products and services, we want to make sure we have the right partners and evaluate our current relationships,” Sap oval said. “We need creative executions that promote these other areas of business.”

Sapoval declined to name the agencies that have been contacted, but said incumbent Holcomb Gallagher Adams in Columbus, Ohio, and The Loomis Agency in Dallas, which handles franchisees, have both been invited to compete. The $5-10 million franchisee account handled by Loomis is not in review.

Those shops referred calls to the client, but sources said both plan to participate. Stanley Steemer spent about $15 million on ads in 2001, according to CMR.

Media buying and planning are done by Em power MediaMarketing in Cincinnati and are not in review, Sapoval said.

Stanley Steem er’s national TV ads from HGA show a boy jumping on a chocolate-syrup squirt bottle. The syrup douses a white carpet and couch, which Stanley Steem er employees clean up. Loomis’ first work broke in March. One spot shows an employee vacuuming the company’s “special clean and protection package” sales pitch—shown as animated copy