North Carolina agency McKinney has come out victorious in the shootout for the Sherwin-Williams account, which is great news in general but also in this economy. I imagine that if you’re a McKinney staffer walking in this morning you’re feeling just a little bit better about your position than you may have been.
Unless you suck. Then you’re likely to get fired.
Anyway, the inside scoop is that McKinney won out on the strength of a brand and communication platform that took the iconic paint company into the chic, frou-frou realm that they wanted to go.
Good luck with that, says this pundit, noting smugly that Sherwin-Williams has no distribution in Home Depot or Wal*Mart, the who biggest paint outlets, and that brands like Ralph Lauren that are in Home Depot already own that niche. It’s not going to be an easy platform to deliver on.
But why get negative early? Congrats McKinney.
7 responses so far ↓
Bella // October 21, 2008 at 2:01 pm |
Congrats to McKinney!
I hope they get the opportunity to work with Sherwin Williams on their distasteful logo. I am usually very rarely offended by such things, however every time I see the SW logo with the paint pouring over (or suffocating) the earth, it just reminds me of what a bad state our environment is in…essentially because we’ve been suffocating it with our garbage and toxic waste (like paint…)
In this age of “green” thinking, maybe it’s time SW rethinks their visual presence.
mm // October 21, 2008 at 10:31 pm |
Good call on the logo. I’ve always been struck by how it seems like it’s straight out of The Simpsons vs. “an enduring brand icon.”
Counter to common sense, and unintentionally ironic.
Earth vs. Paint // October 23, 2008 at 2:17 pm |
Ironically, Sherwin-Williams is pretty innovative when it comes to the environment. They’ve taken many steps to be as efficient as possible when making the stuff, and shipping it to their stores.
Plus, Sherwin-Williams products generally last longer than other brands, which is a benefit to conservation. Coatings have the most detrimental impact on the environment when they’re applied, so if you don’t have to do that as often, it’s a plus.
Braveheart // October 29, 2008 at 8:16 am |
Biz, we love ya. We do. But you’re gonna have to change your blog to the bi-weekly (ad) biz, ya know? Just sayin.
Fake Biz // November 2, 2008 at 9:42 pm |
yeah serisously bro, what gives?
every // November 6, 2008 at 12:02 pm |
Frou-frou sure isn’t the direction I’d have gone, based on my many painting experiences. I found my way to Sherwin Williams because their paint didn’t require three coats to finish the job and because the staff was knowledgeable, friendly and available. I don’t care how arty the paint color name sounds, except for the entertainment value.
Chris // November 8, 2008 at 9:17 pm |
Did you quit?