Indianapolis-based Delta Faucet Co. has named Young & Laramore agency of record for its Peerless brand after working with the local ad shop to launch the premium Brizo faucet. The agency will be charged with reinvigorating Peerless in the retail environment and enhancing the brand’s image with the builder/contractor trade audience.
Y&L has been working with Delta for more than a year on Brizo, a premium brand that debuted in April. Brizo advertising hits trade publications this month and consumer books in September. At IBJ press time, The Indianapolis Star was set to begin running advertising on its front page and news-section covers as of Aug. 1–a year after it started offering advertisers space on its feature-section fronts.
Star parent Gannett Co, has given its newspapers the freedom to run the high-profile ads for years. The Fishers-based Topics chain of weeklies, also owned by the McLean, Va., company, has been selling front-page advertising since 2001.
Opponents say the ads could create a conflict of interest if an advertiser also is the subject of a news story.
Star executive Kelly Mikesell discounted such criticism. We know that our readers understand the difference between ads and news” said Mikesell, the newspaper’s vice president of market development. “We run ads throughout the paper, and that has no bearing on the news content. Readers understand that?’