What was the scope of their involvement?
We went to barrettSF looking for creative executions to drive demand for redwood decking in the face of fierce competition that is very well-funded. It was a new undertaking. We had talked to other agencies in prior years, but we’d never progressed beyond that. We’ve since added to the engagement, and we no longer focus specifically on redwood decking.
We’ve now shifted to additional products beyond just decking, such as redwood timbers, which are larger pieces of wood that can be used for a shade structure or for a timber-frame home or hotel lodge. Our focus is now less on consumers and more on architects and people like that. We’ve maintained the relationship with barrettSF throughout, but we’ve shifted the focus a bit.
They primarily do creative direction and then production. We’ve produced 2 TV campaigns that were completely different. The first set was the redwood decking, and that was in the winter and spring of 2013. Then, we produced more a year ago. They did both the creative and the production on those. We have a separate media buyer and a PR agency.
TV has been the biggest spend and the most visible, but barrettSF has also done print and radio advertising for us as well. They’ve also produced some social assets for us.
How did you come to work with barrettSF?
One of their co-founders, Jaime, is a personal friend of someone within our organization. At the time of the original conversations, Jaime was with a different agency, and then he formed barrettSF with a couple partners. So, it was a personal connection, but we were aware of his previous work. He was well-known in our area.
How much have you invested with barrettSF?
It’s well over $1 million.
What is the status of this engagement?
We started working together in October of 2012, and we’re currently in the process of rolling out our most recent campaign.