BIZ DEV: Eleven Lands Window Maker Pella

Pella Corporation has appointed Eleven as its agency of record following a formal review. The incumbent agency The Integer Group created the previous brand campaign and will continue to work with Pella and all its agency partners in some capacity.

Eleven will handle all creative responsibilities for the designer and manufacturer of windows. Pella Corp. spent $1.29 million during Q1 2017, according to Kantar Media. Pella's 2016 ad budget was $10.34 million, up from $9.33 million in 2015.

The San Francisco-based agency won the account largely for its past projects with clients Apple and Virgin America that convey similar messaging about the importance of design and craft in reaching detail-oriented shoppers.

“As a brand that prides ourselves on design, innovation and best-in-class form and function of windows and doors, we were eager to partner with Eleven who has a proven ability to attract the design-minded community," says Emily Videtto, CMO of Pella.

The first collaboration under this new partnership titled "Perfectly Beautiful" celebrates the countless hours of testing, engineering, and designing that go into every Pella window and door. Eleven developed the brand positioning as well as created and produced the digital, broadcast, and print advertising work. Spots will air run across multiple platforms including HGTV through the end of the year.

"The company has a deep history and heritage in the windows and door category—and a culture of employees that take pride in consistently going above and beyond for customers," says Jarett Hausske, partner, chief strategy officer, Eleven. "We thought it was important for the world to know that story—but to do it in an original way that will spark conversation and drive commerce."

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