Bennett Kuhn Gets $4M DRTV Account
The agency will develop household product campaigns for Applica under the Black & Decker name. Direct response television campaigns will break alongside new, upmarket product launches starting in July and through the fourth quarter.
TV ads will urge viewers to call into a telephone number or visit a Web site. The Black & Decker products, made by Applica's Applica Consumer Products Inc. arm, also will be available at retail stores.
Applica also makes products for private-label brands and under company-owned brands like Littermaid, Belson, Jerdon and Windmere. Applica Consumer Products in June will move its headquarters to Miami Lakes, FL.
Bennett Kuhn's experience in helping clients launch a product already on shelves or about to go retail was a factor in winning the account.
The 21-year-old agency last year posted billings of $34 million from clients like Dirt Devil, Georgia Power, Cingular Wireless, Earthlink, Save the Children and Six Flags.