Honeywell Selects Custom IPG Agency as AOR

Company created a dedicated shop called C2W

Honeywell previously worked with a series of agencies from multiple holding companies. - Credit by Honeywell
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Honeywell is the latest client to turn to a holding company’s dedicated unit approach.

The multinational consumer and commercial goods conglomerate consolidated its advertising account by selecting a custom team called C2W, created by combing resources from a range of IPG agencies, as its new global agency of record following a review.

The multiyear assignment includes advertising, branding, digital marketing, PR, demand generation and corporate marketing across each of Honeywell’s four strategic business groups.

Honeywell previously worked with a series of agencies from multiple holding companies. According to a source close to the matter, the review included WPP and OMC, in addition to IPG.

“Honeywell is laser-focused on solving our customers’ most complex, challenging problems by leveraging our unique domain experience, software and analytics expertise, and ability to work across both physical and digital environments,” Honeywell svp, CCO Que Dallara said in a statement. “As a company, we wanted a more integrated and innovative approach to marketing. IPG demonstrated that they understood our ambitions, the rapid evolution of digital marketing and how to brand a global, Fortune 100 company.”

Honeywell International spent nearly $3.6 million on measured marketing in the U.S. last year and $720,000 in the first quarter of 2018, according to Kantar Media.

C2W’s primary responsibility will be amplifying Honeywell’s expanding portfolio in key growth sectors such as aviation, oil and gas, buildings, chemicals and workforce safety.

“Honeywell is a company that actively cultivates both business and technology innovation. We are excited to help this iconic brand accelerate its strategy to create cutting-edge solutions that connect and drive intelligence across its entire portfolio,” IPG CEO Michael Roth said in a statement. “C2W has the skills, creativity and insights to help Honeywell continue along its journey to become the world’s leading software industrial company.”

Roth added: “We will be providing end-to-end marketing services through a new IPG strategic business unit with core services that access our best talent from across the group. It’s a great example of the ‘open architecture’ model we’ve championed at IPG for over a decade, with collaboration at its core.”

Honeywell’s selection comes during what has thus far been a strong year for IPG. The news follows the holding company reporting a strong second quarter and first half last month, in part on the strength of new business.

Patrick Coffee contributed reporting.


@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.