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E-Cloth Retains Rinck Advertising as Agency of Record, Names Gavin Kennedy as CMO

by | Mar 16, 2022

E-Cloth’s new Chief Marketing Officer, Gavin Kennedy, hit the ground running on day one, hiring the brand’s first agency of record, Rinck Advertising, before boarding a plane to Chicago to attend the Inspired Home Show. With these key hires joining the team, the company intends to bring the same passion, transformation, and innovation to its U.S. marketing and advertising programs that was behind the development of its sustainable, award-winning cleaning product portfolio of microfiber technology.

E-Cloth has embarked on a multi-year transition plan to simplify and revolutionize cleaning. The first step was introducing an award-winning re-brand and packaging update that modernized the brand look and simplified the shopping experience. Next, Ken Mastrianni, who came from P&G and Duracell, was promoted to E-Cloth’s President. Ken put in place a talented leadership team across sales, supply chain, marketing and finance, and has rounded out the team by adding Gavin Kennedy as CMO and hiring Rinck as AOR.

Kennedy’s extensive background in brand management and integrated marketing strategy will be used to establish E-Cloth as the superior cleaning choice, disrupting the broader cleaning category for the better. In his role, Kennedy will drive success across brand strategy, national campaigns, and performance media strategies to promote the company’s product lines and propel a consumer-driven movement in sustainable cleaning.

“The incredible opportunity before us is to change consumer hearts, minds, and behavior in their well-established cleaning habits, particularly of the last two years,” said Ken Mastrianni, E-Cloth President, CEO. “With our new team in place we are set up to debunk the myths of cleaning and develop and lead a superior water-activated cleaning category. We want to empower consumers to develop cleaning routines that are easy, economical, ecological and empowering for all of us. By revolutionizing household cleaning, we are really talking about cleaning as a movement.”

“I’m honored to join a passionate team who is building a movement from the ground up to disrupt cleaning for the better,” said Kennedy, a CPG marketing veteran, who has served in senior leadership marketing roles at Gorton’s Seafood, Pepperidge Farm and others. “Our dreams for E-Cloth are big. We intend to build a powerhouse brand based on superior products that are simple and sustainable. We will tell a meaningful and transparent brand story that will demystify cleaning and give our consumers more control over their personal environment”.

The agency decision was made following a competitive review and with it, Rinck becomes the first-ever national agency of record for E-Cloth. The agency will be responsible for consumer insights, brand strategy, creative, content, and digital development in addition to media buying and planning, with the first work expected to debut in late March.

E-Cloth’s recent activity will culminate with a significant presence at the Inspired Home Show, North America’s largest trade show for home and housewares professionals happening March 5-7 in Chicago.


About E-Cloth

The purposed-based E-Cloth team is located in Dover, New Hampshire — selling in 35+ countries worldwide. E-Cloth’s premium microfibers are manufactured to have 3.5 million microfibers per square inch, and even voids along the length of the fiber that allow for ultimate grime attraction and spill retention, when activated with water. The “heavier than most” fibers allow E-Cloth products to clean more thoroughly and effectively when activated with water than lower-end options. E-Cloth products are good for 1 year or 100 washes. That’s our promise. Products and are available Direct to Consumer at e- cloth.com or at Target, Wayfair, Ace Hardware, and more.

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