Erwin-Penland Wins Regional Account Ownership of Culligan International Company
March 21, 2006
GREENVILLE, S.C., March 21, 2006 – Erwin-Penland, one of the Southeast’s largest full-service marketing firms, announced it has added Culligan’s Southeastern co-op to its growing list of new clients. Culligan is one of the nation’s leading providers of innovative high quality water treatment products that benefit consumer’s lives whether at home or at work. From water softeners to water purification systems, Culligan delivers consumers better water, pure and simple.
Five agencies, including Erwin-Penland, won regional assignments in the U.S. and Canada. Euro RSCG of Chicago has developed the overall brand creative, while the regional agencies will focus on generating sales opportunities for Culligan dealers in their respective territories.
The multi-million dollar account will consist mostly of media planning and buying duties, including print, radio and television, with some direct mail included. Erwin-Penland will also develop local marketing plans for the region’s 41 different co-ops, which are comprised of 74 individual Culligan dealers.
“Culligan is the most recognized name in the water treatment industry, and we’re excited to be able to bring our experienced talent resources to them and provide the best level of service possible,” said Joe Erwin, president of Erwin-Penland. “We feel our extensive media knowledge and capabilities will help expand Culligan’s reach and visibility across the Southeast.”
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