• by Larissa Faw , April 4, 2018

Masco Cabinetry is appointing Marcus Thomas (MT) as AOR for its KraftMaid brand following a competitive review. The Cleveland-based agency will be responsible for brand consulting, creative services, public relations, media, digital and social marketing support.

Y&L previously represented the brand.

Masco has big plans for KraftMaid, a repair and remodel brand. Following the establishment of a new headquarters in Livonia, Michigan last year, Masco announced KraftMaid will debut one of its largest new product launches with new door styles and decorative accessories to address the growing consumer trend towards repair and remodeling as well as new finish options for designers.

“We know from our experience with other brands in the home and garden category that there’s a shift happening in the marketplace as Millennials age into homeownership,”says Mark Bachmann, partner, chief client officer, MT. "That means longstanding brands need to pivot their communications strategy to effectively connect with this new generation. Their journeys are different. Their orientation toward home improvement is different. And the value they seek from brands is different than previous generations. We’re excited to help KraftMaid navigate this shift to drive their business forward.”

This announcement further extends the partnership between parent Masco and MT, which handed the shop social media responsibilities for the Kilz brand of paint and primer in late 2017. During 2016, MT was named social media agency of record for Behr Paint. Both brands are operated by Santa Ana, Calif.-based Behr Process Corporation, the paint and coatings division of Masco Corporation.