Kleber & Associates Advertising, Inc. | Agency Profile, Contacts, AOR, Client Relationships
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Kleber & Associates Advertising, Inc. Contacts
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Campaign Imminent: CertainTeed selects PR AOR for roofing division, spending increases imminent? (Score 44)
Kleber & Associates as the PR AOR for its roofing division, CertainTeed Roofing, effective November. We are not sure who the incumbent on the account was.
Digital spend has decreased in lieu of increases through print, but I would expect all spend to start to increase in the near future. In order to fuel growth, in addition to the hire of K&A, CertainTeed released new products (like the acquired Finish Line Products to improve their drywall capabilities.
There have also been personnel shifts, further bolstering the chance marketing spend will increase in the near future. CertainTeed promoted Matt Gibson from director of marketing communications & channel strategy to VP of corporate marketing (October) and Andrea Gabe from digital marketing operations manager to digital program manager (October). Former VP of marketing & innovation Drew Brandt left in January to become director of Hyster-Yale Group's industrial business unit.
Thus, sellers should reach out for imminent spend increases, especially through PR channels like earned media and experiential. CertainTeed targets homeowners, as well as construction companies. They typically spend the most during Q2 (upgrade your home season) and Q4, but I would also keep an eye on October. The first Friday in October is Manufacturing Day and the company has been known to celebrate all month long.
Kantar reports a H1 2018 spend of $146,744 consisting of digital ($328), out-of-home ($190) and print ($146,226). This is a decrease from H1 2017, which saw a spend of $91,498 allocated across digital ($1) and print ($91,497). Full 2017 spend totaled $248,212 and spend in 2016 totaled $115,267.
purchase channels onto sites like archdaily.com, androidcentral.com, tomshardware.com, yahoo.com and slickdeals.net.
The company also uses cause marketing like the partnership with Homes For Our Troops.
Agency & martech readers -- reviews tend to follow one another and the new personnel may review agency relationships, but know that CertainTeed only selected their first AOR, The VIA Agency, in November 2016 so they are not yet at average agency tenure (3 to 4 years). You'll likely have better luck with digital, similar smaller work or project-based work. Focus pitches on helping them continue their growth and stay top-of-mind in the over-saturated construction industry.