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Briggs & Stratton Corporation | Company Profile, Marketing Contacts, Media Spend, Brands

Briggs & Stratton Corporation is the world's largest producer of 3 to 22 horsepower air-cooled gasoline engines. Products are used in lawn mowers, garden tillers, and other engine-powered products such as generators, pressure washers, and pumps. The company is headquartered in Wauwatosa, WI.

Main Telephone (414) 259-5333
Main Fax (414) 259-5773
Primary Address
Post Office Box 702
Milwaukee, WI 53201-0702

Briggs & Stratton Corporation Contacts

Contacts (5/30)
Name Title State
Todd T. Chairman, President & Chief Executive Officer WI
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (414) 259-5333
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Post Office Box 702
Milwaukee, WI

David R. Chief Financial Officer & Senior Vice President WI
Rick Z. Vice President, Marketing WI
Dave D. Vice President, North American Operations - Engine Power Products Group WI
Laura T. Vice President, Corporate Communications & Public Affairs WI

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
I/C *
Industrial Plus *
Quattro *
Sprint Engine *

Agency Relationships

Brand Agency Service From To
****** & ******** *********** ******* ***** AOR - creative 2002 present
****** & ******** *********** ******* ******* ********** AOR - creative 2002 present
****** & ******** *********** ******** *********, ***. creative 2000 present
****** & ******** *********** ******* ******* & ********** multicultural 2006 present
****** & ******** *********** ******** *********, ***. creative 2011 present

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Briggs & Stratton lowers profit forecast

The Story
Faced with declining sales, lawn-mower engine maker Briggs & Stratton lowered its profit outlook for the year, according to The Wall Street Journal.
The Milwaukee-based company blamed high gas prices for the decline in sales. However, the firm saw faltering sales earlier this year, blaming those numbers on the arrival of a late spring.
Briggs & Stratton makes a variety of air-cooled gasoline engines for outdoor power equipment. The company designs, manufactures, markets and services the products for original equipment manufacturers (OEMs) worldwide. Last year, the firm recorded $2.65 billion in revenue.
The company saw weakness across its engine segment -- 18 percent lower than forecasted and 8 percent lower than fiscal 2005. Briggs & Stratton also expects to miss the forecast of sales in its power products unit, which makes pressure-washing equipment and generators.
The Research
Briggs & Stratton faces competition from rivals such as Japanese goliath Honda and Tecumseh, Mich.-based Tecumseh. Those companies have both seen rising engine sales of late (although Tecumseh is still recording earnings losses.)
The engine-maker tried a coordinated marketing campaign this spring. The advertising campaign, entitled "The Power Within," emphasized the company's 98-year-old legacy, corporate strengths and the value of the independent spirit beyond its product lines.
Mary Sausen, VP of Brand Marketing, oversaw the campaign, which featured a television commercial that aired on a variety of sports and entertainment channels.
According to The List database, Milwaukee-based Laughlin/Constable handles branding and creative work for Briggs & Stratton. Milwaukee-based CKPR handles public relations for the firm.
The Direction
Briggs & Stratton blamed their woes on conditions outside their control; however, Tecumseh and Honda appear to be performing well in today’s climate. Briggs & Stratton already enjoys a fair amount of brand equity, but that firm doesn’t seem to be reaping its benefits. Clearly something didn't go right with "The Power Within" campaign. The right message could convince consumers to buy the iconic brand over its rivals. 
We’re told that Bill Reitman, vice president of marketing, is the ultimate marketing decision-maker.

Briggs & Stratton Corporation
12301 West Wirth Street
Wauwatosa, WI 53222
(414) 259-5333
Bill Reitman
Vice President of Marketing
(414) 259-5333 x. 5424
Mary Sausen
Vice President of Brand Marketing
(414) 259-5333 x. 5603