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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
******** ***** & ******* *** ****** ****** AOR - creative, media buying & planning 2013 present

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WinmoEdge

Score 66 – On the Brink: Benjamin Moore's CMO gone after less than two years


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

Company: 

Update (3/18): Thanks to feedback from an inquiring reader, we’ve chased down a scoop that Ron Schuller, CMO since only late 2014, is no longer with Benjamin Moore. In fact, it appears that he’s already been gone for several weeks and we were told there is no head of marketing currently. 

Therefore, due mainly to the CMO vacancy and above average tenure of AOR IPG's VAI. As such, agencies with the scope to handle this rising account (more info below) should start engaging marketing lieutenants now to be top-of-mind once a new CMO starts. One of these execs could even be promoted to the top spot.

We’ll keep you posted on who takes the CMO spot but look for someone to take over by Q3/Q4, so there’s enough time to set strategy ahead of spring 2017. 

Opportunity: After launching the largest ad campaign in company history last year (research here) is likely over since it typically takes place in November/December for the big Q2-Q3 spender. But sellers, particularly digital, should continue to seek last minute buys throughout the summer.

After examining ROI, changes could be made to targeting strategy and partners.  If so, an advantage should still go to female focused home, garden, hobby and entertainment sites. Start laying the groundwork for next summer, as well. Martin Agency has been Benjamin Moore's creative and media AOR since 2013, according to The List.

Additional Insight

Advertising Surge: About $100 million will support ”Is It Still Paint?” and last year's campaign, more than what spent over the last several years combined. As we've reported (research here), Benjamin Moore is continuing this aggressive marketing plan with two goals in mind:

1. Reaching the rising number of homeowners and renters beginning improvement projects put off since the recession.

2. Benjamin Moore's here). 

Media Spend: Through the first three quarters of last year, Benjamin Moore spent $47 million on measured media, a huge increase from the $10 million and $27.4 million spent in 2014 and 2013, respectively. Broadcast, mainly cable TV, comprised 87% of budget last year, a trend that should continue in 2016 since Benjamin is interested in mass awareness.  

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).

TV Breakdown: The first national TV spots for “Is It Still Paint?” broke 3/14, according to here). Thus far, $403,000 has supported the campaign but look for that figure to rise quickly. Last year, $40 million went to national TV, all of which supported ads aired during the end of March until the end of September. 

Digital Breakdown: During the past 12 months, 58 banners, 21 high impact and nine video ads have appeared on 248 publishers (49% mobile), 79% of which were placed site direct versus programmatically. News and female lifestyle sites were targeted the most. Top sites have included goodhousekeeping.com, argusleader.com, houzz.com, refinery.com and hgtv.com. 

Winmo profile)
101 Paragon Drive
Montvale, NJ 07645
(201) 573-9600

Chris Connelly
Director, Brand Marketing 
(201) 573-9600

Nicole Monente
Associate Manager, Media
(201) 573-9600
nicole.monente@benjaminmoore.com