Stanley Tools seeks direct shop

LONDON - Stanley Tools, the US tools and hardware manufacturer, is holding a pitch for its direct marketing account in preparation for a direct campaign due to break later this year.

The company has already approached at least eight full-service agencies in the UK in regard to the pitch.

The winning agency will be awarded the business for an 18-month period,
during which time Stanley plans to spend about £2m on marketing and PR across five undisclosed European countries.

The brief, which is being handled directly by Stanley Tools, is being led out of the company's US offices, with the UK agency expected to work alongside the company's US shops.

Separate campaigns will run later this year targeting the professional and consumer markets, with a focus on the UK.

Stanley Tools' last major campaign, which ran at the end of last year, was intended to boost sales ahead of the Christmas period.

The £2.4m activity, created by StarkNaked Communications, comprised in-store activity, leaflets and specially designed floor units to promote its range. The drive, entitled 'X-Rated', offered consumers the chance to win 'filthy' prizes such as a rally weekend.

Stanley's decision to boost its marketing activity has been prompted by intense competition from DIY stores in the UK, such as B&Q, which now sell own-brand hardware and tools.

In April, Stanley Tools' parent company The Stanley Works announced its first-quarter profits had fallen by 43% year on year.

Stanley Tools operates in the US, Europe, Central and South America, the Middle East, South Africa and Asia Pacific. It has more than 17,600 employees worldwide, with global sales of $3.3bn (£1.7bn).

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers