Stanley Tools Moves Assignments From Arnold to Mason & Madison

By Sarah Jones

BOSTON–The Stanley Works in New Britain, Conn., has terminated its 23-year partnership with Arnold Communications in Boston and moved ad duties for the Stanley Tools division to Mason & Madison.

Arnold executives described the Stanley account as being inactive for at least the last two years. New management, including John Trani, appointed chief executive officer in January, led to a reorganization of sales and marketing and a decision to target professional tool users rather than the do-it-yourself audience.

HBM/Creamer acquired the Stanley Works account in 1974, helping to craft such taglines as ‘Help You Do Things Right.’ HBM/Creamer’s successor, Lawner Reingold Britton & Partners, was bought by Arnold in 1992.

While praising Arnold’s staff, Donna Alexander, manager of marketing communications at Stanley Tools, noted that the needs of her company had changed. ‘It was time for a change. We wanted to work with somebody locally.’

The Stanley Works spent an estimated $9.5 million in media in 1996 while Stanley Tools forked out $7.6 million, according to Competitive Media Reporting.

The parting with Stanley Tools represents yet another loss for Arnold in 1997. Hasbro’s Playskool division opted to consolidate its $20 million ad account at Grey Advertising in New York just weeks after the Boston agency lost ad assignments for the Bass and Izod brands to TBWA Chiat/Day in New York.

Ammirati Puris Lintas in New York, which handles corporate image advertising for Stanley Works, is unaffected by the account switch.

Mason & Madison’s first assignment for Stanley Tools is to develop a national print campaign, which is slated to break this summer for a new line of ergonomic tools, according to Harry Viens, executive vice president of Mason & Madison. The redesigned tools include a hammer with a resin coating and cushioned grip, longer nails and a tape measure with beveled edges.

Mason & Madison has extensive experience working for tool manufacturers, including clients such as Black and Decker’s fastener group, Danaher Tool Group and American Saw.

The New Haven, Conn.-based agency reported annual billings in 1996 of $32 million. Major clients for the agency include Emhart’s automotive division, Yankee Energy Systems and Loctite Corp.

Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED

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