Indianapolis’ largest ad agency on Friday achieved a rare coup in the advertising world, winning back one of its biggest
former clients, which it parted ways with in 2005.
Officials for Young & Laramore on Friday announced they signed a deal to create various forms of advertising for Columbus, Ohio-based Stanley Steemer, the nation’s largest flooring and upholstery cleaning companies based on sales.
The deal is no small coup. According to industry insiders, Stanley Steemer spends between $50 million and $60 million in advertising annually.
The deal comes at a good time for Y&L, which like most ad agencies has been hit by the slowing economy in the last two years, a period that saw the firm lose one of its biggest clients, Steak n Shake restaurants.
Financial terms of the deal between Stanley Steemer and Y&L were not disclosed, but advertising experts said it could add a hefty six-figure amount to Y&L annual ledger. Y&L officials said they expect Stanley Steemer to be their largest client.
Y&L had the Stanley Steemer account from 2003-2005, until Stanley shifted its business to Dallas-based The Loomis Agency without a review. During its three-year run with Stanley Steemer, Y&L put together an award winning campaign, including nabbing an Effie, one of the industry’s highest honors.
“The news is unusual in that it is pretty darn rare when a major advertiser parts ways with an advertising agency and then asks them to come back,” Y&L CEO Paul Knapp told IBJ. “We stayed on good terms with them and stayed in touch. Last month they called us inviting us to come back in and compete for their business against a small handful of other agencies. We went over and won back the business.”
Knapp added that he hopes Y&L’s deal with Stanley Steemer will raise the profile and awareness of the creative talent that can be found in Indianapolis’ ad agency community.
Y&L President Tom Denari, who will be heading up the account, said the Indianapolis ad shop already is preparing for a Stanley Steemer television campaign, which is set to start airing in April. Stanley Steemer is known for its heavy reliance on cable TV ads, and ad experts expect the campaign to air heavily in Indianapolis and other markets this spring and summer.
While Y&L will handle all creative and production duties, Chicago-based Publicis Groupe’s Starcom will manage media buying.