CLEARWATER, Fla. – The Maryland advertising agency Sass & Associates has added two new marine industry clients, it reported in a statement Friday.
Brookes & Gatehouse, U.S.A., also known as B & G Electronics, has hired Sass to promote its line of instruments and autopilots for the power and sailboat markets in the United States.
In addition, German coatings manufacturer Mankiewicz, a 100-year-old company located in Hamburg that supplies the aviation and automobile industries, has retained Sass to develop and execute an advertising and public relations campaign for its new U.S. marine division.
“Considering that [B & G’s] marketing efforts during the past several years have been modest, the brand continues to have a remarkably high awareness level within the elite yachting world,” said Sass President George Sass, Sr. “We plan to build on its reputation and increase its market share at this premium position.”
Goals for the B & G campaign
Sass, which also represents SIMRAD Electronics in the U.S., and has extensive experience in marketing both marine and consumer electronics, will be responsible for developing a strategic marketing plan for B & G, adapting the company's global creative to the U.S. market and media planning.
Michael DeSantos, a Sass vice president, will manage the B & G account, while Karen Morrison will serve as the media director.
B & G was recently acquired by SIMRAD Electronics, one of the world’s largest marine electronics manufacturers, but will continue to be marketed under its own, separate brand, according to Sass.
Sass has previously created campaigns for Navico, Yeoman and RayTech software in the marine industry.
Goals for Mankiewicz
For Mankiewicz, Sass will be responsible for developing an overall marketing strategy that will include both advertising and public relations programs for the marine trade and consumer markets.
Mankiewicz’ interior textured paints are used by BMW, Audi, Porsche, Mercedes and VW, and its exterior coatings are used throughout the aviation industry.
“When builders and applicators have seen or sampled these coatings, they are immediately sold on their uniqueness and superior performance,” added Sass. “It’s now our job to get the word out that they are available in the U.S.”
The exterior marine products will be marketed under the ALEXSEAL brand, and the interior coatings are branded ALEXIT.