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KraftMaid selects Marcus Thomas for agency of record duties

April 4th 2018

Cleveland-based independent agency, Marcus Thomas LLC, announced that it has been named agency of record for Masco Cabinetry’s KraftMaid® brand, effective immediately.

Following a comprehensive selection process, Marcus Thomas will assume AOR duties for KraftMaid, providing brand consulting, creative services, public relations, media, digital and social marketing support. Work is scheduled to begin immediately.

This win comes on the heels of being named the social media agency for the KILZ Brand of paint and primer in late 2017. During 2016, Marcus Thomas was named social media agency of record for BEHR Paint. Both brands are operated by Santa Ana, Calif.-based Behr Process Corporation, the paint and coatings division of Masco Corporation, which is headquartered in Livonia, Mich.

“This is a solid brand with a strong foothold on their market,” said Mark Bachmann, partner, chief client officer at Marcus Thomas. “But we know from our experience with other brands in the home and garden category that there’s a shift happening in the marketplace as Millennials age into homeownership. That means longstanding brands need to pivot their communications strategy to effectively connect with this new generation. Their journeys are different. Their orientation toward home improvement is different. And the value they seek from brands is different than previous generations. We’re excited to help KraftMaid navigate this shift to drive their business forward.”

“We selected Marcus Thomas because their strategic approach was grounded in both the consumer journey and driving business outcomes,” said Chris Noble, director of marketing for KraftMaid. “They provided more than creative ideas. They provided transformational business ideas. We’re confident they’ll push us to new places.”

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