Global hardware brand taps Chicago agency for brand strategy, media and creative duties

CHICAGO (June 29, 2023) –  Laughlin Constable, the independent, full-service brand experiences agency today announced it has been named the agency of record for the True Value Company, one of the world’s largest hardware wholesalers, serving over 4,500 stores across 60 countries with its products, distribution model and independent retailer support services.

“True Value is at an exciting inflection point in our journey, as we look to reposition and reinforce our organization’s value proposition to not only our end customers, but also to the independent retailers we serve,” said Kelly Megel, SVP, Marketing of True Value Company. “We found the perfect agency partner in Laughlin Constable, who very quickly understood our brand and business, and demonstrated a thoughtful approach to how we can take our brand story to the next level.”

This year, True Value is celebrating its 75th Anniversary with a series of special sales and commemorative celebrations with its vendors, retailers, and communities of customers it serves. Megel also noted that this milestone represents the perfect time for True Value to reinforce what makes the brand special and redefine what it means for retailers to be associated with the True Value brand.

Laughlin Constable will be tasked with developing and activating a new integrated brand, creative and media strategy for the Chicago-headquartered True Value Company, starting immediately.

“True Value is such an iconic brand, with an incredibly rich history of always doing things the right way, which creates the perfect foundation for building a powerful marketing platform to drive its next big chapter,” said Anthony Romano, CEO of Laughlin Constable. “We’re feeling really fortunate to be selected as their agency partner, and we’re excited to dig in with their team.”

Laughlin Constable has offices in both Chicago and Milwaukee. The True Value AOR relationship follows a string of wins by the agency, which was recently named AOR for Vienna Beef and added two new financial services clients and a CPG client since the start of the year.

About Laughlin Constable

Laughlin Constable is a Midwest, independent agency that creates personal brand experiences by fusing excellence in strategic intelligence, brand creativity, media context and connected experiences to create modern work that moves people. The agency, founded in 1976, has offices in Chicago and Milwaukee. Current and recent clients include: Yuengling, Master Lock, Vienna Beef, Milwaukee Bucks, Northwestern Medicine, Hoosier Lottery, The American Society for the Prevention of Cruelty to Animals (ASPCA), Wisconsin Department of Tourism, US Cellular, and many others. For more information, visit

About True Value Company
True Value Company, headquartered in Chicago, is one of the world’s leading hardlines wholesalers with a globally recognized brand and 75 years of experience serving independent hardware retailers. True Value Company provides its customers in over 60 countries an expansive product set of market-customized assortments at highly competitive prices, superior product availability, innovative marketing programs and a la carte value-added services like eCommerce ship-to-store, store remodel support and True Value University, all within a flexible model that requires no membership. With 13 regional distribution centers, and approximately 2,500 associates serving over 4,500 stores, True Value Company celebrates independence and drives retail excellence across the U.S. and internationally. Learn more at