Grey launches debut ads for Stanley tools

Stanley, the US tool manufacturer, is returning to advertising in the UK after a four-year absence with a campaign directed at professionals and serious DIY enthusiasts.

Stanley, the US tool manufacturer, is returning to advertising in

the UK after a four-year absence with a campaign directed at

professionals and serious DIY enthusiasts.



Lifestyle and professional titles will carry the ads produced by

Grey.



They are the first from the agency since it picked up the pan-European

account earlier this year.



The agency’s brief is to position Stanley products as the choice for

’those who know their tools’ and to illustrate the relationship between

professionals, and the tools of their craft.



The advertising will break this month in Maxim, BBC Top Gear, Later and

Stuff, as well as trade titles including Construction News and The

Builder.



Media buying is through MediaCom TMB.



Grey won a three-way contest with Young & Rubicam and D’Arcy Amsterdam

for the assignment, which followed a major reorganisation at

Stanley.



Grey had been courting Stanley since its New York office unsuccessfully

pitched for the US account against the Boston-based agency, Mullen.



Steve Blamer, Grey’s chief executive, said: ’Stanley is a great brand

and we’re proud to be leading its assault on the European market,

re-establishing Stanley as the preferred choice.’



The ads were written by Anne-Marie Burrows, Chris Waite, Louise Ruddy

and Peter Algate. The art directors were Hayden Rogers, Chris Sainsbury,

Dominic Brennan and Stuart Wood.



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