• by Larissa Faw , June 6, 2016

Stanley Black & Decker (SBD) is naming KBS as its digital marketing agency of record following a formal review that included Ogilvy and AKQA. This is the first time that  the brand has bestowed a formal digital AOR title to an agency. 

KBS will oversee strategic, design, media duties, user experience, communications related to connected devices, and product and distribution strategies. SBD doesn't have a creative agency and while the MDC Partners-owned agency technically has only been appointed digital AOR, KBS will also handle creative duties. 

Digital expertise swayed the industrial tool brand. SBD hired KBS because of a mandate from their CEO to get more aggressive about digital.  SBD has taken some steps to do that. Last summer, SBD launched the Digital Accelerator in Atlanta, a 5,000 square foot office focused on cutting-edge research and development. The company is also gearing up to introduce a new product line. KBS is tasked with positioning these product launches, including all of the messaging and creative. 

“Our consumers, end users and customers are at the center of all we do,” stated Scott Bannell, vice president, corporate brand marketing, Stanley Black & Decker.  “Their needs and expectations of our iconic brands are fast evolving, as are the products and services we deliver to them. We believe KBS is a like-minded partner to help us drive transformation and further enhance our integrated marketing strategies.”