Stanley Black & Decker’s diverse portfolio of more than 20 brands is promoted through an exciting array of partnerships – including FC Barcelona, MotoGP, Tech3, Nascar team Joe Gibbs Racing and Professional Bull Riding. But, with five of their major brands all sponsoring at least one property, how could brand activities around these partnerships be differentiated from each other and stand out? They needed to THINK MAVERICK to solve this particular puzzle.

Maverick S+E approached Stanley Black & Decker with a new partnership strategy to help provide consistency across messaging and creative for the MotoGP and Tech3 sponsorships. Not an easy task when there are four key brands, namely DEWALT, STANLEY, BLACK+DECKER and FACOM, each with their own identity to be considered.

The strategy and creative executions that we developed for MotoGP were so well-liked that we were able to tackle the other partnerships in the same way; creating a unique approach for each brand and partnership and, subsequently, providing one, unified creative strategy for all properties across all their brands. When we consider that Stanley Black & Decker receives 200 billion brand and 2 billion social media impressions yearly, we know that the new partnership strategy is going to be hard to miss.