Grey to spearhead Stanley’s attack on European market

Stanley Tools, the US tool maker, has picked Grey London to lead its advertising assault on key European markets backed by a multi-million-pound budget.

Stanley Tools, the US tool maker, has picked Grey London to lead

its advertising assault on key European markets backed by a

multi-million-pound budget.



The agency faced down challenges from Young & Rubicam and DMB&B in

Amsterdam for the business. Spending levels are still being determined

but could be as high as pounds 20 million.



Media arrangements are to be finalised but industry sources expect Grey

to add the media buying task to its creative assignment.



TV and print work, presented to Stanley chiefs by Tim Mellors, Grey’s

executive creative director, is likely to break in the UK, France and

Germany later this year.



Steve Blamer, the Grey chief executive, said: ’We’re very excited about

the win. Stanley Tools is a great brand and we clearly won this

assignment based on Tim’s leadership and great creative work.’



The win is the reward for a courtship of Stanley which began after

Grey’s New York agency unsuccessfully pitched for the US business

against the Boston-based agency, Mullen.



The Stanley brand has been unsupported in Europe for some years. Now,

after the arrival of a new management team and a major reorganisation,

the company is planning a more focused approach to its European

marketing.



Stanley, most famous for its knives, is looking to the new advertising

to fend off the threat of own-label products.



Topics