Symmons Industries, a maker of commercial and residential plumbing products, has named CCMR Advertising/Marketing Communications as its agency.
Six agencies competed for the business, most of them Boston shops.
The client's mandate “is to increase market share across the board,” said Jeff Johnston, vice president of Kingston, NY-based CCMR. “In the residential markets, their products have had a lot of acceptance in the Northeast but not in the national market.”
A 62-year-old company based in Braintree, MA, Symmons makes pressure-balancing tub and shower systems, single- and two-handle taps for kitchen and bathrooms, metering and sensor-activated taps and showers, water temperature control valves and systems, and other plumbing products.
Direct marketing is one of the key services CCMR will offer, along with strategy and planning, collateral materials development, package design, trade show marketing and print advertisements, public relations and traditional advertising.
Direct marketing, including mail and e-mail, will begin January. Mail will be used extensively for trade shows and specific geographies to expand market share.
“We're isolating three or four regions, Southern California in particular, and based on our success, we'll roll it further southeast — Florida — and in New England,” Johnston said.
The win adds to CCMR's list of clients, which includes BT North America Broadcast Services, Vantage Products Corp., Nova Corp., Zumtobel/Staff Lighting, Osram Sylvania and Delta Information Systems. Billings last year for the 17-year-old agency were $22 million.