Chicago, Illinois... Moen, the number one faucet brand in North America, announced today that it has named Havas Chicago lead strategic brand and media agency of record. The decision follows a comprehensive agency selection process, as Moen plans to strengthen its brand and drive growth nationally. As integrated AOR, Havas Chicago will assume brand stewardship responsibilities across creative, media, digital and content.
In its search for a new agency, Moen sought a powerhouse AOR to challenge the status quo in the category and unify the brand's marketing to drive growth and build brand preference. Havas Chicago's passion for the challenge, fully integrated Village model, and successful track record of reinvigorating iconic American brands through cultural relevance, were the main reasons for its selection.
"While several prequalified agencies were excellent choices for Moen's consideration, the team from Havas Chicago demonstrated superior capability and insights, as well as deep appreciation for our company culture, ethos, and brand potential in a way that created the most confidence in a partnership moving forward," said Tim McDonough, VP of Global Brand Marketing.
Modernizing the brand to better connect Moen with emerging consumers (millennials and centennials) and multicultural buyers is a challenge that falls squarely within Havas Chicago's sweet spot. The agency has created award-winning, culturally relevant campaigns for its deep roster of iconic American brands including AutoZone, Citi, Craftsman, Cracker Barrel, DISH, Hefty, Reynolds, Ragu, Sears and Kmart.
"Moen is an amazing American brand that doesn't take their leadership position for granted. They recognize that consolidating their marketing efforts and achieving modern cultural relevance will catapult their growth to new levels. Our expertise in helping iconic American brands accelerate growth through cultural relevance is an awesome match. We couldn't be happier to work with the Moen team," said Paul Marobella, Chief Executive Officer, Havas Worldwide Chicago Group.
The Rojek Consulting Group based in Cleveland is the agency search consultancy that conducted the review.