Benjamin Moore & Co.

Chris Connelly, Director, Brand Management
Deb Dehamilton, Senior Manager of Media

The Martin Agency *Lead Agency

Julie Findlay, Associate Director, Engagement Team
Vanessa Fortier, Creative Director
Rich Weinstein, Group Account Director
Matt Mattox, Group Planning Director
Hill Shore, Account Executive
Allison Oxenreiter, Account Director

In 2014, Benjamin Moores independent retailers were losing faith in the brand and the corporate marketing department. Retailers had to sell premium paint in a commoditized category against competitors with huge marketing budgets. By creating a two-pronged campaign that touted product truths and retailer paint expertise (backed by a large media buy) Benjamin Moore improved retailer confidence in the company. Retailers tagged 3936% more corporate-produced TV commercials for their own use YOY, and those who joined the corporate marketing effort saw sales increases of 15% YOY on average.