Havas Media has done exactly what it says on the tin to land the media planning and buying business for wood care and paint brand Ronseal, strengthening its relationship with parent company Sherwin-Williams.
The agency already handles media planning and buying for Sherwin-Williams-owned paint brand Valspar, having been appointed in 2015.
Havas Media will now develop a media planning and buying strategy across key paid channels, with the aim of helping to ensure the Ronseal brand stays relevant, and driving engagement with younger audiences without alienating its core, older customer.
The agency will also work closely with BJL, the Manchester-based creative agency, which once took over an entire three-minute ad break for Ronseal to show a fence being painted, ending with the line: “You’ve better things to do than watch paint dry.” It has also dabbled with addressable TV.
BJL retained the business – including brand planning and strategy, creative, content, consumer and trade PR, and social media strategy – back in 2015 and was bought by Dentsu Aegis Network earlier this year.
Sherwin-Williams European marketing director of consumer brands Jane Ryder said: “We’ve seen Valspar go from strength to strength since we started working with Havas Media in 2015, so we’re delighted to extend our working relationship and engage them on media planning and buying for Ronseal, one of our hero brands.”
Havas Group Media UK & Ireland chief executive Matt Adams added: “We’re proud to be further strengthening our relationship with Sherwin-Williams, following the successes we’ve achieved together on Valspar. It’s fantastic to add an iconic brand like Ronseal to our client list and we’re looking forward to partnering with them to ensure it continues to stay front of mind for its core audience while also building connections with new, younger consumers.”
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