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Benjamin Moore & Company | Company Profile, Marketing Contacts, Media Spend, Brands




Benjamin Moore & Company is well known for its paints, stains, and clear finishes, sold through independently-owned distributors and retail outlets. Corporate offices are located in Montvale, NJ. Revenue information listed in statistics are for the parent company. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **

Main Telephone (201) 573-9600
Main Fax (201) 573-9046
Primary Address
101 Paragon Drive
Montvale, NJ 07645
USA

Benjamin Moore & Company Contacts

Contacts (5/23)
Name Title State
Mike S. Chief Executive Officer NJ
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (201) 573-9600
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 101 Paragon Drive
Montvale, NJ
07645
USA

Carl M. Vice President, Color Innovation & Design NJ
Chris C. Vice President - Brand & Product Strategy NJ
Jim R. Vice President, Marketing NJ
John L. Vice President, Sales - U.S. CA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Benjamin Moore & Company ********
Janovic ******
ben *
Arborcoat *
Regal *******

Agency Relationships


Brand Agency Service From To
********* *** ****** ****** AOR - creative, media buying & planning 2013 present
**** *** ****** ****** AOR - creative, media buying & planning 2013 present
*** *** ****** ****** AOR - creative, media buying & planning 2013 present
******** ***** & ******* *** ****** ****** AOR - creative, media buying & planning 2013 present
******** ***** & ******* ****** creative unknown present

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DailyVista

Rumor – Benjamin Moore releases 2016 digital RFPs?


Subject: TV, print, magazine, digital, social media, mobile, video, experiential, sponsorship

Company: Benjamin Moore & Co., Montvale, N.J.-based manufacturer of high-end residential, commercial and industrial maintenance paint and other coatings. It has been a subsidiary of Berkshire Hathaway since 2000.

Opportunity: We’ve received word that former “Account in Jeopardy” Benjamin Moore’s 2016 digital RFPs were sent out recently. We haven’t been able to confirm this but we wanted to keep you posted since planning still appears to be in the early stages. So, if you haven’t received an RFP yet or are a new media partner, reach out now to secure display, video and mobile revenue.  

Q2 and Q3 historically are Benjamin Moore’s top ad buying periods since most people tend to complete home improvement projects during these periods. Based on Benjamin Moore’s latest $50 million advertising push, the largest in its 132-year history (research here), ads should continue to support branding and retail initiatives. Furthermore, look for digital to continue targeting home, garden, hobby and entertainment related sites.

As we’ve reported (research The Martin Agency has been Benjamin Moore’s creative and media AOR since 2013, according to The List. It appears that digital comes out of the IPG agency’s NY office.

Additional Insight

Media Spend: Last year, Benjamin Moore only spent $9.7 million on measured media, down from $28.3 million and $14.7 million in 2013 and 2012, respectively, according to Kantar Media. In comparison, last year Sherwin-Williams spent $59 million. Also, Valspar allocated $12.5 million and partnered with Ace Hardware on the “Helpful is Beautiful” campaign (research here).

Benjamin Moore’s paid media budget traditionally skews 70/30 to TV and print. The small remainder supports search and radio ads. 

TV Breakdown: Since January, $39.2 million has supported national TV ads, up from only $1.6 million in 2014, iSpot.tv reports. Top networks this year include Comedy Central, ESPN, CBS, TNT and HGTV. Top programming includes “NFL Football,” “South Park,”  and “NBA Basketball.”

Digital Breakdown: Display activity began in March and reached its highest levels in June. Sites like wayfair.com, goodhousekeeping.com, apartmenttherapy.com and huffingtonpost.com are reporting the most activity. More than half of these impressions are site direct but a substantial amount are coming from trading desks and ad networks, as well.

Benjamin Moore & Company
101 Paragon Drive
Montvale, NJ 07645
(201) 573-9600

Ron Schuller
Senior Vice President &Chief Marketing Officer & 
(201) 573-9600
ron.schuller@benjaminmoore.com

Kari Ogden
Planning Supervisor, Digital Engagement – The Martin Agency
(212) 405-4800 
kari.ogden@martinagency.com

Diana Cirullo
Digital Media Planner - The Martin Agency
(212) 405-4800
diana.cirullo@martinagency.com