- Stanley Tools, the US tool maker, has picked Grey in London to lead its 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 £20 million.
Media arrangements are still to be finalised but industry sources expect the Grey group to add the media buying task to its creative assignment.
TV and print work, which was presented to Stanley chiefs by Tim Mellors, Grey's excessive creative director, is likely to break in the UK, France and Germany--the most important areas for Stanley's European activity--later this year.
Steve Blamer, the Grey chief executive, said: "We're very excited about the win. Stanley is a great brand and we clearly won this assignment based on Tim's leadership and great creative work."
For Grey, the win is the reward for a courtship of Stanley which began after the group's New York agency unsuccessfully pitched for the company's US business against the Boston-based 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, famous for its range of hand tools from knives and saws to tape measures and hammers, is looking to the new advertising to fend off the threat of own label products as well as certain national brands.
The new advertising is not expected to take a corporate approach but to concentrate on individual products.