Stanley Steemer Sets Sail on $35 Mil. Review

Stanley Steemer Inter national has launched a review for its $35 million national creative account, the company said.

The Dublin, Ohio-based carpet-cleaning service sent out proposal requests to 18 agencies, all “east of the Mississippi,” said Is mael Sapoval, vice president of marketing.

Sapoval declined to name the shops, but he said national incumbent Holcomb Gallagher Adams, Columbus, Ohio, and The Loomis Agency, Dallas, which handles franchisee work, have both been invited to compete. Agency officials re-ferred calls to the client. Sources said both shops planned to participate in the review.

Media buying and planning, which is handled by Empower MediaMarketing in Cincinnati, is not part of the review.

Proposals are due at the end of the month. Presentations will follow, with a final decision expected by the end of August, Sa poval said.

There is no consultant involved in the process.

Stanley Steem-er, whose long-running tagline is “Tough on dirt, gentle on carpet,” is asking agencies to pitch strategic and creative concepts. The firm is expanding 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 … have the right partners and evaluate our current relationships,” Sapoval said. “We need creative executions that promote these other areas.”

The client’s current national television ads from HGA, which broke last October, show a boy with an ice-cream cone jumping on a chocolate syrup bottle. The chocolate liquid douses a white carpet and couch. A Stanley Steemer crew is then seen cleaning up the mess.

Loomis’ first work for franchisees broke in March. TV spots showed Stanley Steemer employees literally vacuuming the sales pitch out of a dingy carpet. In one ad, a worker exposes the words “$99 Special” on a stained tile floor.