Manhattan Mini Storage, part of Edison Properties, is appointing Dentsu Aegis Network’s mcgarrybowen NY as agency of record following a formal review.
The company previously developed most of its work in-house, but with some new leadership in marketing, company executives felt it was time to expand their advertising with a cohesive and long-term plan. The pitch included seven agencies, undisclosed except for the winner.
Although the storage brand is best known for its witty tag lines and attention-grabbing billboards, this new partnership will evaluate and decide how to adjust or maintain its current strategy while staying true to the brand voice.
Matt Ian, Chief Creative Officer, mcgarrybowen New York, stated “We believe our new advertising approach will further work its way into the hearts and minds of true New Yorkers and continue to be more than a little surprising.”