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August 25, 2004
By David Gianatasio

Josh Fenton

BOSTON The Fenton Group said it is preparing to launch a $1.5 million TV, radio and print push in the Boston and Providence, R.I., markets for The Floor Center.

The effort from the Providence-based independent breaks this month and seeks to establish a high-end, leadership position for the brand, introducing the tagline "We are here to make your home exceptional." The retailer's previous line had been "Quality flooring for less," employed in ads by MP Group of Miami Beach, Fla.

Fenton succeeded MP on the Seekonk, Mass.-based business earlier this year following a review of undisclosed shops. The agency was invited to pitch based on its past print work for MobileFab, a company that simplifies the installation of kitchen countertops, according to shop CEO Josh Fenton.

The Floor Center maintains showrooms in Seekonk, Providence, North Attleboro, Mass., and Warwick, R.I., and carries carpeting, ceramics and hardwood flooring.

The account is important for Fenton Group because it underscores the agency's depth in the retail and luxury categories, Fenton said. Other clients in that sphere include jeweler W.R. Cobb, luxury apartment complex The Promenade and The Spa chain of day spas.