Stanley Steemer Sets Sail on $35 Mil. Review

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

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

Proposals are due at the end of July. 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 agencies to pitch strategic and creative concepts as the company 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,” Sapoval 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, Dallas, which handles franchisees, have both been invited to compete. The $5-10 million franchisee account handled by Loomis is not in review.

Those agencies referred calls to the client, but sources said both plan to participate. The client spent about $15 million last year, according to CMR.

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

Stanley Steemer’s national TV ads from HGA show a boy with an ice-cream cone jumping on a chocolate-syrup bottle. The syrup douses a white carpet. Stanley Steemer’s employees then clean up the mess.

Loomis’ first work broke in March. One spot featured an employee liter ally vacuuming the company’s “special clean and protection package” sales pitch—shown as animated copy