Stanley Steemer Partners with Havas Chicago for a Major Brand Evolution

Stanley Steemer has chosen Havas Chicago as its new creative agency of record, marking the brand's first consistent agency partnership in years. This decision follows the appointment of Andrew Schneider as vice president and head of marketing, who aims to modernize the 75-year-old company.

A Strategic Move to Modernize an Icon

Under Schneider's leadership, Stanley Steemer is shifting its positioning from 'luxury clean' to 'household essential'. The brand, known for its iconic jingle and yellow vans, seeks to reconnect with modern consumers. Schneider noted that while people recognize the jingle, they often don't understand the full scope of services offered today.

The Agency Selection Process

The review, managed by Joanne Davis Consulting, attracted around 50 agencies before narrowing down to three finalists. Havas Chicago emerged as the winner, with Frank Dattalo, chief creative officer, expressing excitement over the opportunity to evolve the brand's assets for contemporary audiences.

Upcoming Campaign and Media Strategy

A new campaign is set to debut this fall, featuring media placements around college football and HGTV programming. The jingle will be revamped but remain central to the marketing efforts, reflecting the brand's heritage while adapting to current trends. Schneider emphasized the goal of bringing 'main character energy' to Stanley Steemer, making it more relevant in today's culture.

Financial and Cultural Impact

Stanley Steemer spent an estimated $61 million on measured media in the U.S. in fiscal year 2024. The partnership aims to not only boost sales but also enhance emotional connections with consumers, as Dattalo highlighted the importance of making the brand 'matter more in culture.'