St Luke's presents a branding campaign for Black & Decker

St Luke's is attempting to get on to the roster of the DIY and drill specialist Black & Decker and is presenting branding ideas for one of its products.

The agency is believed to be the only participant in the process, which is not expected to affect McCann-Erickson's grip on the international creative account.

In the past, Black & Decker has shunned branding work in favour of product-led Christmas campaigns, which have helped to position Black & Decker products as the Christmas gift for husbands and fathers.

The development echoes the route St Luke's took to secure a brief with Sun Microsystems earlier this year. The agency was handed a branding brief for the computer giant, but this did not affect J. Walter Thompson's globally aligned deal with that advertiser.

Black & Decker spent just under £2 million in the UK last year. However, the majority of its advertising runs immediately prior to the Christmas holiday. The Trim & Edge, Esprit Drill and the Sandstorm Sander are its three most regularly marketed products.

Recently, Black & Decker appointed Boomerang Media with a view to launching a nationwide response drive aimed at increasing its 100,000-strong database.

The company had previously relied upon e-mail marketing to target existing customers.

St Luke's has so far had a torrid year in new-business terms, losing Fox's Biscuits to Phillipson Ward Longworth Camponi, Quorn to JWT and Travelocity to Miles Calcraft Briginshaw Duffy.

No-one at Black & Decker was available for comment. St Luke's refused to comment.


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