Tool maker The Stanley Works, New Britain, CT, named Ryan Partnership promotion agency of record this week after a review.
Stanley picked Ryan because of the Wilton, CT, shop’s “strong balance between strategic and creative services, as well as for its great insights into consumer and customer behavior,” says Dick Mumma, vp-advertising and merchandising. With co-marketing a high priority, Stanley also liked Ryan’s “familiarity” with Wal-Mart, Mumma said. (Ryan has a Bentonville, AR, office.)
“Stanley recognizes that the growth of the do-it-yourself category will be driven by new consumer-friendly products that we bring to market, as well as by effective marketing, co-marketing, and merchandising initiatives,” says Mumma. In February, the company signed a deal with The Home Depot making it the chain’s principal supplier of hand tools and its sole national supplier of builders’ hardware.
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