Hanwha L & C Surfaces has appointed The Republik as its AOR following a three-month review.
The two other review participants were Passport Advertising and an undisclosed Atlanta-based marketing firm.
This appointment represents a new direction as the home manufacturer ends a three-year advertising hiatus. Now, the Atlanta-based Hanwha is projected to spend $2 million annually on its advertising.
The Durham, N.C-based agency will be responsible for marketing, planning, branding and strategy, as well as digital and social media advertising, content development, event and trade show marketing, packaging and collateral design, public relations and product placement.
The B-toB creative will target markets including residential and commercial architects, designers, builders and surfacing fabricators.
The Republik won the account partly based on its construction industry expertise. Hanwha L&C Surfaces (the L and C stand for Living and Creative) manufactures HanStone Quartz and Hanex Solid Surfaces for home and commercial construction, used primarily in kitchen and bath countertops, wall panels, surrounds, transaction tops, fixtures and furniture.
“From the fresh ideas in their presentation, which was excellent, it was obvious they had done their homework," says Bob Paradiso, vice president, sales and marketing, Hanwha.