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Young & Laramore wins back Stanley Steemer account

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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.

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  1. With Pence running the ship good luck with a new government building on the site. He does everything on the cheap except unnecessary roads line a new beltway( like we need that). Things like state of the art office buildings and light rail will never be seen as an asset to these types. They don't get that these are the things that help a city prosper.

  2. Does the $100,000,000,000 include salaries for members of Congress?

  3. "But that doesn't change how the piece plays to most of the people who will see it." If it stands out so little during the day as you seem to suggest maybe most of the people who actually see it will be those present when it is dark enough to experience its full effects.

  4. That's the mentality of most retail marketers. In this case Leo was asked to build the brand. HHG then had a bad sales quarter and rather than stay the course, now want to go back to the schlock that Zimmerman provides (at a considerable cut in price.) And while HHG salesmen are, by far, the pushiest salesmen I have ever experienced, I believe they are NOT paid on commission. But that doesn't mean they aren't trained to be aggressive.

  5. The reason HHG's sales team hits you from the moment you walk through the door is the same reason car salesmen do the same thing: Commission. HHG's folks are paid by commission they and need to hit sales targets or get cut, while BB does not. The sales figures are aggressive, so turnover rate is high. Electronics are the largest commission earners along with non-needed warranties, service plans etc, known in the industry as 'cheese'. The wholesale base price is listed on the cryptic price tag in the string of numbers near the bar code. Know how to decipher it and you get things at cost, with little to no commission to the sales persons. Whether or not this is fair, is more of a moral question than a financial one.

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