Household clearing products company Jelmar is appointing MARC USA as its marketing agency of record, ending a 51-year relationship with agency Eicoff.
This account transition coincides with leadership changes at Jelmar.
This year, the company hired Shari Matras as its new Chief Growth Officer to lead Jelmar’s next phase of growth. As part of her strategy, the company is seeking to use an integrated and cohesive marketing approach. MARC USA will lead strategy and management of all creative development, media planning and buying, digital, social and website work.
"As the opportunities to influence and engage consumers become increasingly complex and fragmented, Jelmar is looking to MARC USA to create integrated brand experiences that reach and excite a whole new generation of customers," says Cari Bucci Hulings, president, MARC USA.
Jelmar and Eicoff began their advertising partnership in 1968, one year after Jelmar launched its first product, Tarn-X Tarnish Remover. Over the decades, Eicoff has helped Jelmar launch the CLR brand, new products and product reformulations, as well as assisting in awareness to help generate the company’s 97% U.S. retail distribution.
The company's advertising has promoted environmentally friendly formulas, in addition to its background as a woman-owned-and-operated business.
“Jelmar’s partnership with Eicoff has been incredibly valuable over our long history as we’ve grown and entered new markets and product categories,” explains Alison Gutterman, CEO-president, Jelmar. “Looking toward the future, we are excited and inspired to be putting our marketing efforts in the hands of MARC USA.”