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Stanley Black & Decker, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Headquartered in New Britain, CT, Stanley Black & Decker, Inc. is a producer of power tools and accessories. A subsidiary of The Stanley Works, Inc., Stanley Black & Decker, Inc. manufacturers and markets an array of hardware, home improvement products, and fastening systems that are distributed globally through retail chains and online.

Main Telephone (860) 225-5111
Main Fax (860) 827-3895
Primary Address
1000 Stanley Drive
New Britain, CT 06053

Stanley Black & Decker, Inc. Contacts

Contacts (5/42)
Name Title State
John L. Chairman & Chief Executive Officer CT
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (860) 225-5111
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 1000 Stanley Drive
New Britain, CT

Allison N. President, Consumer Products CT
Donald A. Chief Financial Officer CT
James L. President & Chief Operating Officer CT
Rhonda G. Chief Information Officer CT

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Black & Decker ******
Bostitch *
Craftsman Tools *******
DeWalt Power Tools & Accessories *****
DustBuster *

Agency Relationships

Brand Agency Service From To
***** & ****** ****** ***********, ***. multicultural 2006 present
***** & ****** ********* ******, ***. direct response unknown present
***** & ****** ***+ Creative, Digital, Media Buying, Media Planning 2016 present
******** ***+ Digital 2016 present
****** ***** ***** & *********** ***+ Creative, Digital, Media Buying, Media Planning 2016 present

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Power tool maker Black & Decker names new president

The Story
Black & Decker named a company veteran as president of its consumer products group, according to the company.
Bruce Brooks was promoted to president after working at the Towson, Md.-based company for the past 20 years. Brooks began his career in the Black & Decker sales department and has assumed various leadership roles in the company such as vice president of marketing and head of construction tools, the largest division within the industrial products group.
“Bruce's successes in sales, marketing, new product development and international operations make him extremely well-qualified to lead the Consumer Products Group,” Chief Executive Officer Nolan Archibald said in a statement.
Founded in 1917, Black & Decker products are sold in more than 100 countries. The company manufactures and markets power tools and accessories, hardware and home improvement products, and technology-based fastening systems.
The Research
In his new job, Brooks is expected to steer Black & Decker out of a recent financial skid.
In the company’s fourth quarter, net income dropped 4 percent to $95.7 million and total revenue dropped 6 percent to $1.6 billion. Sales for 2006 slipped 1 percent to $6.4 billion.
Brooks was hired only three days after the announcement that Tom Koos was vacating the Black & Decker president’s office to become the new CEO of Jacuzzi Brands, Inc. (WinmoEdge article).
According to The List database, New York-based McCann Worldgroup has served as Black & Decker’s primary creative agency of record since 1980. 
According to Nielsen Monitor-Plus, the company spent about $18 million on television advertisements in 2005 with approximately $12.5 million spent on network television, $5.4 million spent on cable television and only $100,000 spent on spot ads.
The Direction
Brooks, who has a marketing background, needs to make some sawdust fly at the company. Approach with broad and fresh strategies that retain the strong B&D brand recognition. Interactive firms can bring the Web site up to date and start working with big retailers on stronger e-commerce. Strides should be taken to connect Black & Decker with a younger market.  Packaging, pricing, and imaging will all be important factors.  Maybe propose a back-to-school promotion for college students that uses interactive as well as updated ads. There should also be work available identifying and promoting the big holiday gift products. Firms with worldwide experience should introduce their global advertising and marketing capabilities.
Black & Decker Corporation
701 East Joppa Road
Towson, MD 21286
(410) 716-3900
Bruce Brooks
Group Vice President & President – Consumer Products Group
(410) 716-3900
Nolan Archibald
Chairman, President & Chief Executive Officer
(410) 716-3900