Cundari Wins 3M Brands
August 7, 2013
Authour: Rebecca Harris
Publication: Marketing Magazine
Cundari has been awarded work by 3M Canada after an informal agency review earlier this summer.
The Toronto agency will handle business strategy, media planning and creative leadership for the ScotchBlue Painter’s Tape portfolio and the Command brand, 3M’s “damage-free hanging solutions.”
“Over the past couple of years, we’ve really evolved into an innovation and ideas agency,” said Jennifer Steinmann, who was recently promoted to executive vice-president and managing director at Cundari. “In parallel, 3M’s footprint as an innovative company really resonated with us. So it was a nice marrying of two brands that are inspired and excited by innovation.”
Steinmann said the agency is starting with the Command brand, working on its business and communications strategy, media and channel planning, creative and shopper marketing. Smaller initiatives will be in market in the near future, with a full marketing campaign launching in the spring.
Much of 3M’s recent marketing activity has been focused on in-store shopper marketing. “Now they really want to start making sure that the consumer understands and is excited by the innovation in their home-organization solutions,” Steinmann said.
Steinmann’s new job gives her a senior role in leading new business development and overall agency management. She had been VP and director of client services – a role the agency does not plan to fill in the near future.