Automatic Switch Taps Gianettino & Meredith for Red-Hat

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Automatic Switch Co. has tapped Gianettino & Meredith Advertising to handle marketing for branding its Red-Hat line of solenoid valve products.


There was no competitive pitch for the Red-Hat business, which previously was handled by multiple agencies on a contract basis.


"I think what really happened is that they had come to one of our branding workshops and they were impressed with the process, and from that point on we just worked together on this," said Pat Tesman, senior vice president and director of public relations at Gianettino & Meredith, Short Hills, NJ.


Based in Florham Park, NJ, Automatic Switch claims to be a leading manufacturer of solenoid valves. Red-Hat is marketed in the United States and Europe.


"This is going to be a repositioning of the Red-Hat line," Tesman said.


Red-Hat adds to Gianettino & Meredith's client roster, which includes Bertolli USA, Carrier Clinic, Foster Wheeler Corp., lawyers.com, Benjamin Moore & Co., Resorts Atlantic City Casino Hotel, B&G Foods, ShopRite Supermarkets and NY Waterways.


Early next year, Gianettino & Meredith will break a campaign for Red-Hat comprising direct mail, print, online and employee incentives like T-shirts. Emphasis will be paid to trade.


"I would say direct is going to be very important," Tesman said. "It's going to break around the same time as our print teaser ads, and it'll go to existing customers and potential."


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