Ronseal is pledging to keep its famous “it does exactly what it says on the tin” strapline after handing its &£2.5m ad account to the Advertising Brasserie.
Former HHCL & Partners creative team Dave Shelton and Liz Whiston, who came up with the line while working for the agency in 1993, were part of the Brasserie’s pitch team.
Incumbent Griffin Bacal, Banks Hoggins O’Shea/FCB, FCA!, Roose & Partners and BMP4 also pitched.
Ronseal marketing director Ged Shields, who called the review (MW September 9) after searching through the AAR (Advertising Agency Registrar), says: “The Brasserie demonstrated the best understanding of the ads, especially the tone of voice we are looking for. It came out with some outline scripts that were irresistible.
“We are definitely keeping the original campaign.”
The Brasserie will be immediately put to work on a campaign for Ronseal’s full range of wood treatments and Thompson’s waterproofing range. New executions are expected to break in the first week of March.
Media buying, which is run by TMB Mediacom, is unaffected.
Griffin Bacal has held the account since September 1995, following a four-way pitch against HHCL & Partners, Mustoe Merriman Herring Levy and now defunct Leagas Shafron Davis Ayer.