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
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
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
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.