The Stanley Works Builds a Final List

The Stanley Works has selected at least five agencies to compete for its $8 million corporate account, sources said last week.
One source identified the contenders as Mullen in Wenham, Mass.; Keiler & Co. in Farmington, Conn.; and Wieden & Kennedy, J. Walter Thompson and Saatchi & Saatchi, all in New York. Agency representatives either could not be reached or declined comment; client executives did not return calls.
The New Britain, Conn.-based company met with some of the finalists last week, with the remainder slated to make the trip this week, according to sources.
Of the contenders, roster shop Keiler has the most tool-related experience under its belt. The agency has worked with Stanley for the past 20 years and is currently handling a variety of projects for the client, including the creation of annual reports, said agency president Dick Keiler.
Agency sources have pointed to Stanley’s desire to become a world-class brand as the impetus for the search.
Stanley executives have acknowledged its need for a consistent brand image crafted by a single agency instead of divvying up its account among several shops.
Stanley was left without a lead agency when Ammirati Puris Lintas resigned the corporate ad assignment last month. The New York-based shop was awarded the business in 1988.
Ammirati executives said they resigned the Stanley account to focus on the more than $350 million in new business the agency has won this year, including Ameritech and GMC Trucks.
It also cited the recent changes among Stanley’s executive ranks. Chairman and chief executive officer John Trani joined the company in January from General Electric’s medical systems business. Ken Lewis left Disney this fall to become vice president of brand development for Stanley.
In addition to having a lead agency, Stanley has had several agencies service its various divisions, including Arnold Communications in Boston and Mason & Madison in New Haven, Conn. Mason & Madison won the Stanley Tools division account away from Arnold last April after Stanley marketing executives decided they wanted an agency located nearby. An executive at Arnold said the agency was not contacted by Stanley regarding the current review.