What: Home Franchise Concepts (HFC) has appointed Milner Butcher Media Group (MBMG) as its media agency of record (AOR).
Why it matters: The agency will provide national communications planning, analytics and activation for its Budget Blinds®, Tailored Living® and Concrete Craft® brands.
Home Franchise Concepts (HFC), a family of direct-to-consumer brands in the home-related goods and services space, has appointed Milner Butcher Media Group (MBMG) as its media agency of record (AOR), and tasked it with providing national communications planning, analytics and activation for its Budget Blinds®, Tailored Living® and Concrete Craft® brands.
Los Angeles-based MBMG will develop and execute consumer-based lead- generation plans and national franchise-development campaigns for all three brands during HFC’s 25th anniversary year of 2017 and beyond.
Earlier this month, HFC unveiled an aggressive plan to grow installations across its three franchise businesses in 2017, led by a most-ever 2.6 million window-covering installations for Budget Blinds at a record pace of 50,000 per week, and to operate in 9,000 cities across North America.
HFC is significantly increasing its consumer-level marketing and media support this year, including a test of broadcast TV, as part of its growth plan.
“HFC is on a record growth pace and needs an aggressive, accomplished partner that can keep up with our increasing demand for customized media solutions,” said Shirin Behzadi, HFC CEO. “MBMG is the perfect fit for HFC thanks to deep experience working with retail and franchised-driven organizations, their ability to drive leads and a team of resident data analysts that can provide truly unique insights. We’re even more excited about the future with MBMG on board.”
“Budget Blinds, Tailored Living and Concrete Craft are often thought of as the best-kept secrets in franchising,” said Zach Rosenberg, president, MBMG. “Through our marketing efforts, however, we’re looking to change that. Our new audio campaign launching nationally this month will leverage a full arsenal of analytics to provide ongoing campaign results and optimization.”