Wilsonart Gives Maxfield Consumer Ads, Media Buys

DALLAS-The Maxfield Group of Irving, Texas, added approximately $2 million in billings last week after gaining consumer broadcast creative and media buying duties for longtime client Wilsonart International of Dallas.
Maxfield already handled print and trade media, along with collateral and print creative work for Wilsonart’s flooring and surfacing products. The move represents what the traditional business-to-business agency hopes is a significant push into the consumer arena.
“We’ve done forays into consumer, but not on this scale,” said Michael Boone, agency vice president and account supervisor on the Wilsonart business.
The agency will now handle about $4 million worth of media buying assignments for the company, which has recently upped its spending. After placing $1.4 million in 1996, according to Competitive Media Reporting, Wilsonart has increased to $1.7 million through August of this year.
The incumbent broadcast shop was MAI of Arlington Heights, Ill., near Chicago.
Agency media services director George Puskar, also vice president, said the overall assignments will remain primarily print, but the new broadcast work will concentrate on cable television buys. “Hopefully, we can begin to grow the media department,” said Puskar, who has performed Wilsonart media work for 11 years at the shop (formerly McKone & Co.). “It’s been fairly static in media billings over the past few years, so this will allow us to go after more business.”
The media schedule for the flooring and surfacing products will target consumer, residential construction and commercial specification audiences in national print and direct mail, in addition to television.
Wilsonart has assigned duties at Maxfield or McKone for the past 30 years, according to the agency.