Benjamin Moore is appointing FIG, formerly known as Figliulo & Partners, and Horizon Media as the paint brand's new AORs following a competitive review. FIG brought in Horizon as its media specialist partner to land the business.
The Martin Agency was the incumbent.
Now, the two agencies will manage advertising strategy, creative, production, media planning, buying, activation, social and community management. Their first work is likely to launch in the spring, as most people don't paint in cold weather.
Last year, Benjamin Moore spent $36.52 million on advertising, according to Kantar Media.
Earlier this year, as part of the brand's $18.25 million ad budget for the first six months of 2018, Benjamin Moore launched the "Proudly Particular" campaign that focused on product innovation, color precision and retail expertise. The integrated campaign is comprised of four new television spots accompanied by digital, radio and print ads.
"Benjamin Moore has a product offering that everyone needs, and we look forward to creating innovative opportunities through media to engage their target audiences and drive them to the brand," says Stan Fields, executive vice president, Chief Client Officer, Horizon, MediaPost’s 2018 Media Agency Of The Year.