Work /

The pros know Purdy.

Multiple audiences. One message. Pros know quality.

The Pro and the DIYer respond to the quality message, but the pro’s perceptions can, potentially, be negatively affected by communication with the non-Pro. Marcus Thomas dealt with this potential rift for client Purdy® by focusing on the Pro and allowing the DIYers to benefit from, but not be the object of, our communications. We also specifically addressed the Hispanic segment of the professional audience, recognizing the significant difference between how they see work versus their non-Hispanic peers.

Our approach was to focus on craftsmanship as the brand’s foundation – it resonates with all of our audiences (because they’re craftsmen) and it’s true of Purdy’s brushes (they’re handmade).