Myron Corp., a direct marketer of ad specialty and business gift products, has named Lieber Levett Koenig Farese Babcock, New York, as its first advertising agency on an account with estimated billings of $3 million to $5 million.
Competition for the account included Grey Direct and Rapp Collins Worldwide, both based in New York. Myron previously handled marketing inhouse or through freelancers.
“We're actually going to help them focus the brand,” said Bob Lieber, chairman/CEO of Lieber Levett. “That's one of the opportunities that's been missed. As a company, they've not exploited the latent value of the brand.
“I really think they've not considered themselves to be brand marketers,” Lieber said. “They've been classic direct marketers.”
Myron joins Lieber Levett's client portfolio of companies such as Bristol-Myers Squibb Co., GlaxoSmithKline, Coach and IKON Office Solutions. Omnicom Group Inc., New York, owns Lieber Levett, which posted billings of $90 million last year.
A 52-year-old company based in Maywood, NJ, Myron sells via telephone, fax, catalog and the Internet. Products offered include calendars, writing instruments, desk accessories and greeting cards for a variety of business occasions.
Despite posting annual revenue of more than $150 million, the family-owned business wants more brand exposure with small and midsize firms.
“They've been a heavy user of direct mail, and that has been the key to their success,” Lieber said. “There's nothing wrong with that, and they'll continue to use it. [But] like a lot of companies, they're looking to branch out into different channels.
“This is not about replacing something that's broken,” he added. “It's just discovering some new areas that they've yet to tap.”
To that end, Lieber Levett will offer services such as brand development and the exploration of media options to determine new communication channels and niches.
“It's not all determined yet, but it'll be a multimedia effort — print, broadcast, mail and the Internet, obviously taking advantage of their telemarketing operation,” Lieber said.