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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
901 3rd Avenue South
Minneapolis, MN 55402
USA

The Valspar Corporation Contacts

Contacts (5/23)
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: 901 3rd Avenue South
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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DailyVista

Spring/Summer Media Opps Update: Valspar Paint names Spark media AOR


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

Company: Valspar Corporation, based in Minneapolis.

Update (10/6): We’ve learned that be cool, baby.

Below was originally published on 9/30:

Opportunity: Named Spark, part of Publicis's SMG network, as media AOR. Spark will handle online and offline media buying and planning as well as media strategy for all consumer products in North America. Work will also include retail partnership promotion. Arts & entertainment, hobbies & interest and business-focused sellers should reach out now as 2016 planning is nailed down (particularly ahead of the spring/summer, when home improvements are the highest levels).

Agency readers should note that FCB Chicago has been Valspar's creative AOR since 2010, placing it on the well above the average 2-3 year agency relationship tenure. Often, creative reviews follow media reviews and vice-versa.

Additional Insight

Incumbent: Havas Media Group 

Media Spend: According to Kantar Media, Valspar spent $58.4 million on measured media – up from $37.9 million in 2013. Most of this (67.7%) was allocated to broadcast ads, while most of the remainder (31.6%) went to print (national magazines). Display only accounted for 0.65% of 2014 spend.

TV Breakdown: According to iSpot.tv, Valspar has spent $5.7 million on national TV ads since January. This is down from $9.5 million for the same period 2014. The most money has been spent to air ads on NBC, Bravo, HGTV, TNT and AMC during shows such as “PGA Tour Golf,” “Castle,” “Mad Med,” “Million Dollar Listing New York” and “Diners, Drive-Ins and Dives.” Valspar is the No. 5 spender in the paint and stain category (4.6% SOV), reports iSpot (behind Benjamin Moore, Sherwin-Williams, Behr Paint and Glidden).

Digital Breakdown: Moat reports that Valspar has run 28 standard display ads on 155 publishers so far this year (<1% mobile). Top ad destinations include archdaily.com, purewow.com, topix.com, hubpages.com and theybf.com. Note that 44% of these ads were placed site direct. For 2015, Valspar's digital SOV is 4.6%, placing it at No. 5 (yes, the exact same as TV SOV).

For the same period in 2014, 15 creatives were run on 624 publishers (43% placed site direct). Top ad destinations in 2014 inlcuded: about.com, housebeautful.com, punchbowl.com and hgtv.com.

Competitors:  Sherwin-Williams, Benjamin Moore, Behr Paint, Krylon, Glidden and CertaPRo, among others. 

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

Heidi Petz 
Vice President, Marketing
(612) 332-7371
hpetz@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