• by Larissa Faw , September 2, 2015

It isn't easy to develop advertising for Marvin Windows and Doors, since its business model includes a wide range of buyers, such as dealers, architects, builders and homeowners.

Most recently, the privately held company has worked with Martin Williams to produce trade-centric messages that tout its craftsmanship and history. 

Now, Marvin is shaking things up with its first agency shift in 30 years by selecting VSA Partners as its new marketing and advertising agency of record following a formal review.  

VSA Partners will create integrated marketing efforts for the Marvin and Integrity brands, including digital, print and online advertising, broadcast and sales materials. 

VSA will initially reassess the Minneapolis-based company's marketing strategy and creative work currently in the marketplace. Although VSA declines to specify its strategy, it is likely to continue positioning the brand as a "family owned, high-value product backed by great customer service.”   

One priority is to shift the client to a more digitally-focused marketing strategy, per the agency. Additionally, VSA is working on new creative—photography and language. 

A key challenge will be developing relevant messages that resonate across its diverse consumer base.

“We’re looking to create cutting-edge programs for the Marvin and Integrity brands to compete in today’s complex, digitally connected marketplace,” says Brett Boyum, VP of marketing for Marvin and Integrity. “VSA presented us with innovative marketing thinking that will not only help elevate our brand, but will help drive our business.” 

VSA's full-service capabilities helped to win this account. Three years ago, VSA built out a marketing offering to complement its branding services to bring together all aspects of design and activation for brands—from brand strategy, narrative and design through data science, advertising and digital marketing.

This ability to deliver brand-building and business-building, hand in hand was particularly appealing to Marvin.  

Prior to the AOR award, VSA worked with Marvin on a project that helped the agency understand Marvin's brand and business model.  

The first new work from the agency will debut in early 2016.