Third oldest brand in America turns to Planit to bring its rich history to life
BALTIMORE (December 16, 2014) – Planit has been selected as agency of record for The AMES Companies, Inc., a leading American manufacturer and global provider of landscaping products. Established in 1774, the AMES® brand is the third oldest brand in the country, and the company is looking to Planit to bring its rich history to life.
“We were looking for an agency who could not only reinforce our brand legacy through powerful creative and meaningful communications, but also believed in the values of American manufacturing,” said Karen Richwine, director of brand marketing for The Ames Companies. “We wanted a strategic partner who is not afraid to challenge us and we are confident we have found that in Planit.”
As its agency of record, Planit will develop an integrated marketing campaign to build awareness for The AMES Companies’ core brands — AMES, True Temper and Razor-Back, and Jackson — by activating their new brand visual language to retail partners, promoting new product launches, and strengthening relationships with end-user customers. Key initiatives will include public relations and social media support, TV and digital media and video development.
“We are thrilled to be working with one of the oldest brands in America,” said Ed Callahan, creative strategist and co-founder of Planit. “The AMES Companies has such a rich history; their tools literally helped build America, playing a prominent role in shaping the infrastructure and foundation of this country for more than 200 years. As their agency of record, it’s an honor to help build upon that legacy and bring their centuries-old legacy to life.”
The AMES Companies offers lawn and garden tools for homeowners, jobsite tools for professionals and outdoor lifestyle products under the brand names AMES®, True Temper®, Razor-Back® Professional, Jackson® Professional, Southern Patio®, UnionTools®, Dynamic Design®, Garant®, Westmix™, Kelso™ , Cyclone®, Nylex®, and Northcote™. Product offerings are available at retailers around the world.
The AMES Companies joins Planit’s roster of global clients in the home and building categories including brands such as DEWALT and Royal Building Products.
About The AMES Companies, Inc.
The AMES Companies, a wholly owned subsidiary of Griffon Corporation (NYSE: GFF), is the leading manufacturer of lawn and garden tools in the U.S. Headquartered in Camp Hill, Pa. (near Harrisburg), the company manufactures and markets a wide variety of long-handled tools, wheelbarrows, carts, hose reels, hoses, snow tools, cutting tools, hand tools, pruning tools and striking tools as well as outdoor lifestyle product categories such as planters and outdoor accessories. To learn more, visit ww.ames.com.