Officials for Young & Laramore on Feb. 19 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 $50 million to $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’s ledger. Y&L officials said they expect Stanley Steemer to be their largest client.
Y&L had the Stanley Steemer account from 2003 to 2005, when 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.
Y&L President Tom Denari, who will be in charge of 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.