True Value names new agency

True Value Company reported it has hired Laughlin Constable to be the agency of record to handle its full-service brand experiences.

“True Value is at an exciting inflection point in our journey, as we look to reposition and reinforce our organization’s value proposition to not only our end customers, but also to the independent retailers we serve,” said Kelly Megel, SVP, marketing of True Value Company.

“We found the perfect agency partner in Laughlin Constable, who very quickly understood our brand and business, and demonstrated a thoughtful approach to how we can take our brand story to the next level,” said Megel.

With offices in Chicago and Milwaukee, Laughlin Constable will be tasked with developing and activating a new integrated brand, creative and media strategy for the Chicago-headquartered True Value Company, starting immediately.

“True Value is such an iconic brand, with an incredibly rich history of always doing things the right way, which creates the perfect foundation for building a powerful marketing platform to drive its next big chapter,” said Anthony Romano, CEO of Laughlin Constable.

This year, said Megel, True Value is celebrating its 75th Anniversary with a series of special sales and commemorative celebrations with its vendors, retailers, and communities of customers it serves.

Megel also noted that this milestone represents the perfect time for True Value to reinforce what makes the brand special and redefine what it means for retailers to be associated with the True Value brand.

True Value describes itself as, “one of the world’s largest hardware wholesalers,” and serves more than 4,500 stores across 60 countries with its products, distribution model and independent retailer support services.