The Laughlin Constable agency has  been named agency of record for hardware giant True Value Company, the firms said today. 

The client previously handled the account in-house. 

LC will be tasked with developing and activating a new U.S. integrated brand, creative and media strategy for the Chicago-headquartered True Value starting immediately. Media buying will be a part of the AOR role in the future, a spokesperson for the agency said. 

True Value is one of the world’s largest hardware wholesalers, serving over 4,500 stores across the U.S. and internationally with its products and independent retailer support services. 

According to COMvergence, the firm, now part of ACON Investments, spent $2 million on measured media last year, most of which was earmarked for digital channels.

“True Value is at an exciting inflection point in our journey, as we look to reposition and reinforce our organization’s value proposition to not only our end customers, but also to the independent retailers we serve,” said Kelly Megel, SVP, Marketing of True Value Company. 

She said the LC  “very quickly understood our brand and business, and demonstrated a thoughtful approach to how we can take our brand story to the next level.”  

This year, True Value is celebrating its 75th Anniversary with a series of special sales and commemorative celebrations with its vendors, retailers, and communities of customers it serves. 

Laughlin Constable has offices in Chicago and Milwaukee. The True Value AOR appointment follows a string of new business wins by the agency, including Vienna Beef, two undisclosed financial services firms and a CPG client since the start of the year.  

The agency also works with companies like brewery Yuengling, Master Lock, Milwaukee Bucks, Northwestern Medicine and Hoosier Lottery.