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Stanley Black & Decker, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Headquartered in New Britain, CT, Stanley Black & Decker, Inc. is a producer of power tools and accessories. A subsidiary of The Stanley Works, Inc., Stanley Black & Decker, Inc. manufacturers and markets an array of hardware, home improvement products, and fastening systems that are distributed globally through retail chains and online.

Main Telephone (860) 225-5111
Main Fax (860) 827-3895
Primary Address
1000 Stanley Drive
New Britain, CT 06053

Stanley Black & Decker, Inc. Contacts

Contacts (5/41)
Name Title State
John L. Chairman & Chief Executive Officer CT
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (860) 225-5111
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 1000 Stanley Drive
New Britain, CT

Allison N. Chief Marketing Officer CT
Donald A. Chief Financial Officer CT
James L. President & Chief Operating Officer CT
Rhonda G. Chief Information Officer CT

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Black & Decker ******
Bostitch *
Craftsman Tools *******
DeWalt Power Tools & Accessories *
DustBuster *

Agency Relationships

Brand Agency Service From To
***** & ****** ****** ***********, ***. multicultural 2006 present
***** & ****** ********* ******, ***. direct response unknown present
***** & ****** ***+ Creative, Digital, Media Buying, Media Planning 2016 present
******** ***+ Digital 2016 present
****** ***** ***** & *********** ***+ Creative, Digital, Media Buying, Media Planning 2016 present

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Campaigns Imminent: Stanley Black & Decker consolidates digital at KBS

Subject: Digital, online, video, print, TV

Company: Winmo profile), New Britain, CT-based maker of household hardware and industrial tools. The company is known for its namesake brands and professional targeted brands like Dewalt and Porter Cable.

Opportunity: After a review, Black & Decker has KBS. The MDC agency’s scope spans the corporate brand and B&D’s approximately 24 consumer and B2B brands. Furthermore, while digital will be the focus, KBS is also working on a new direct response TV advertising campaign 

Therefore, sellers, particularly those focused on men and homeowner/DIY segments (particularly women), should start making introductions to secure new campaign ad revenue. Focus your pitch on Q4, historically Black & Decker’s top advertising period, according to Kantar Media. 

Additional Insight

Incumbent: Media planning and buying was at MediassociatesAcronym still handles search marketing. 

Media Spend: About $2.1 million went to measured media last year, up 20% from 2014, according to Kantar. Last year’s budget was split mostly between display and magazine ads. 

Digital Breakdown: During the past year, standard, high impact and video ads have appeared on about 900 publishers (1% mobile), 70% of which was placed programmatically versus site direct. Desktop ads have run mostly on news, shopping, entertainment and sports publishers like,,,, and, Moat reports.

During the past year, video only ran from Nov-Jan, most of which appeared on news, real estate and health/fitness publishers. Top targeted sites included,,, and 

TV Breakdown: Since June 6, 2015, only $68,000 has gone to national TV ads (see targeting right), according to However, this activity just began last week, so look for outlays to increase. 

Winmo profile)
1000 Stanley Dr.
New Britain, CT 06053 
(860) 225-5111

Scott Bannell
Vice President, Corporate Brand Marketing 
Direct Dial: (860) 827-5075

Todd Langston
Director, Brand Marketing
(860) 225-5111