DIY company Ronseal has handed its 2.5m advertising business to Griffin Bacal.
Griffin Bacal won the account last week in a five-way pitch, which included incumbent HHCL & Partners’ new Brasserie division. Mustoe Merriman Herring Levy, Leagas Shafron Davis Ayer and Bean MC were also shortlisted.
Griffin Bacal will handle TV advertising for the company’s Ronseal and Thompson-branded DIY brands, including its wood preservative products.
The agency takes over the contract from HHCL in January. Griffin Bacal chairman Paul Hutson says the agency will bring out new creative work, developing the “straight-talking” TV ads which are now on air.
None of the agencies involved in the shortlist made a creative pitch. Instead they presented their credentials to Ronseal marketing director Ged Shields. “At the end of the day, the decision was pretty much based on chemistry,” says Hutson.
Ronseal was unavailable for comment.