Benjamin Moore, the paint brand owned by Berkshire Hathaway, has named recently rebranded Fig and Horizon Media as its agencies of record for creative and media, respectively, following a review that involved several unnamed agencies.
Together, the agencies will handle strategy, creative, production, media planning and buying, activation, social and community management for the company. They announced that they will jointly be launching a “major new integrated” campaign, although it is unclear when.
Benjamin Moore was not available for further comment.
A person close to the review said the brief tasked participating agencies with ideating how to better help Benjamin Moore, which only sells its paints at independently-owned hardware stores, stand out in an increasingly competitive category dominated by big-box retailers and ecommerce. Creative efforts will likely focus on the quality of the brand’s paints, the person added.
“Benjamin Moore maintains a relentless commitment to innovation and quality,” Fig CEO and partner Judith Carr-Rodriguez said in a statement. “Quite rightly they want that innovative spirit to come through in everything they do, including communications, which is why they chose us, one of the most progressive agencies out there. We look for clients who are completely committed to the quality of their products so we are absolutely thrilled to partner with Benjamin Moore to tell a story as powerful as their innovation credentials.”
Carr-Rodriguez was appointed CEO in October, when full-service independent agency Figliulo&Partners rebranded to simply Fig.
“Horizon is honored to be selected by Benjamin Moore to develop and activate media strategies to move its brand forward,” Stan Fields, Horizon evp and chief client officer, added in a statement. “Benjamin Moore has a product offering that everyone needs and we look forward to creating innovative opportunities through media to engage their target audiences and drive them to the brand.”
The shift marks the end of Benjamin Moore’s relationship with The Martin Agency, which has been handling both lead creative and media duties for the company since 2013. The Martin Agency’s first campaign for Benjamin Moore, “Main Street Matters,” enlisted Brad Pitt to lend his voice on spots celebrating local businesses. In 2015, the agency delivered the brand’s largest campaign ever, “Paint Like No Other,” followed by “Is It Still Paint?” a year later to promote its environmentally-friendly Natura line.
A spokeswoman for The Martin Agency told Adweek that the IPG-owned shop did not compete to defend the account.
Benjamin Moore spent $35.5 million on measured media in the U.S. last year and $18.2 million during the first half of 2018, according to Kantar Media.
The review was managed by Joanne Davis Consulting.