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The Valspar Corporation | Company Profile, Marketing Contacts, Media Spend, Brands




The Valspar Corporation is a coatings manufacturer based in Minneapolis, MN. Valspar has over 9,500 employees in 25 countries and offers everything from consumer paints to high performance floor coatings.

Main Telephone (612) 851-7000
Main Fax (612) 375-7830
Primary Address
Post Office Box 1461
Minneapolis, MN 55402
USA

The Valspar Corporation Contacts

Contacts (5/18)
Name Title State
Gary H. Chairman & Chief Executive Officer MN
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (612) 851-7000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Post Office Box 1461
Minneapolis, MN
55402
USA

Andy U. Chief Intellectual Property Officer MN
Les I. Executive Vice President & President - Global Consumer Paint IL
Tony B. Senior Vice President, Human Resources & Public Affairs MN
Bill S. Vice President, Finance & Investor Relations MN

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
House of Kolor ******
Plasti-Kote *
Valspar *******
The Valspar Corporation *
Cabot *

Agency Relationships


Brand Agency Service From To
********* ******** ****, ***. AOR - digital 2013 present
*** ******* *********** *** ******* AOR - creative 2010 present
*** ******* *********** **** AOR - creative, digital, media buying & planning 2014 present
*** ******* *********** ********* | ***** digital, media buying & planning 2015 present
******* *** ******* AOR - creative 2010 present

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WinmoEdge

Female Engagement Opps: Valspar launches new digital platform targeting DIY-ers (Score 32)


Subject: traditional, digital, in-store, social media, retail partnerships, media buying and planning

Company: Valspar Corporation, based in Minneapolis.

Opportunity: Launched a new digital interactive consumer paint resource -

The goal of the new site is to reach aspiring DIY-ers, so hobbies and interest sites should be looking for ad dollars. Because of Valspar's partnership with Pinterest, female-focused sellers should have the leg up here (but keep in mind that Pinterest's male audience is on the rise).

Last fall, Valspar moved media to here). Currently, the site will be showacsed through digital media channels and in-store promotions. So, certainly look for dollars here but don't count out radio and TV ads to raise awareness of the new service. Keep an eye out for spring/summer 2017 planning to begin later this year, as home improvements are at their highest levels during that period.

AskVal.com was created by IPG's FCB, Chicago, Valspar's creative AOR. Agency readers, FCB has been Valspar's creative AOR for six years - well past the average tenure for an agency. Since reviews tend to follow one another (e.g. media followed by creative and vice versa), it is possible that a creative review will happen in the next year. The likelihood of this happening is even higher now that Valspar has gone through an acqusiition. 

Additional Information

Acquisition by Sherwin-Williams: Earlier this year, Valspar and Sherwin-Williams announced plans to merge, and that seems to still be on track - even though a Valspar stockholder alleged in a May lawsuit that directors withheld material information pertaining to the proposed $11.3 billion sale. While not much is known about the merger, it will give SW access to Valspar's strong presence in retailers such as Lowe's and Ace Hardware, where DIY-ers tend to shop for supplies.

Media Spend: According to Kantar Media, Valspar spent $7.1 million on measured media in 2015. Most of this was allocated to broadcast ($3.1 million), print ($2.8 million) and radio ads ($1.2 million).

National TV Spend: Per iSpot, Valspar has spent $3.3 million to air two national TV spots this year. While both spots are a continuation of the Chameleons campaign Valspar has used for a few years, "Chameleons: Yoga" aired for the first time on May 18. See chart for 2016 show targeting (by spend).

Note that for the comparable period 2015, Valspar spent the same amount of money ($3.4 million). There has, however, been a slight shift in audience targeting (see chart). For full 2015, Valspar spent $5.8 million on national TV ads.

Digital Breakdown: Moat reports that Valspar has run 28 display ads on 61 publishers so far this year (2% mobile). Top ad destinations include purewow.com, bhpioneer.com, google.com, bannergraphic.com and chicago-fire.com (83% placed site direct versus programmatically).

Valspar has also run two video ads on 20 publishers such as Discovery.com, AnimalPlanet.com and Velocity.com.

For the same period in 2015, Valspar ran nine display, eight high impact and three video ads on 102 publishers (<1% mobile; 39% site direct).

For full 2015, Valspar ran 32 display, 13 high impact and three video ads on 156 publishers (<1% mobile; 48% site direct). Since 2014, the most ads have been run on news and arts & entertainment sites, weighted most heavily to Q2/Q3.

The Valspar Corporation 
901 3rd Ave. S.
Minneapolis, MN 55402
(612) 332-7371

Heidi Petz 
Vice President, Marketing - Consumer Division
(847) 541-9000 (Chicago Office)
hpetz@valspar.com

Stephen Strong 
Director, Digital Marketing
(847) 541-9000 (Chicago Office)
stephen.strong@valspar.com

Spark SMG 
222 Merchandise Mart Plaza
Suite 550
Chicago, IL 60654
(312) 970-8400

Rebecca Jones 
Associate Media Director
(312) 970-8519 (direct)
rebecca.jones@sparksmg.com