Formica Corporation Names Curiosity Advertising as Creative AOR

Mar 20, 2019

Cincinnati agency will handle consumer strategy and creative for Formica Corp. North America

CINCINNATI, Mar. 13, 2019Formica Corporation, a leading provider of branded, designed surfacing solutions for commercial and residential customers worldwide and the world’s largest manufacturer of High Pressure Laminate (HPL), has tapped Curiosity Advertising as their new creative Agency of Record. Curiosity will provide a broad range of strategy and creative campaign solutions.

It was announced in December of 2018 that Broadview Industries, a Netherlands-based industrial firm with a significant presence in high-pressure laminate and associated product lines, would acquire the Formica Group.

“As Formica Corporation enters a new era with Broadview Industries, we are excited to bring Curiosity on as our strategic and creative agency partner. Curiosity’s experience working with iconic brands and their exceptional creativity won us over,” said Amy Gath, Vice President of Marketing for Formica Corporation. “We look forward to working with the Curiosity team as we build upon the strong Formica® Brand story with new and exciting category-leading products.”

Curiosity has already begun work on a new creative campaign for Formica Corporation.

“We are thrilled to begin working with Formica Corporation, a household name that for generations has stood for quality, design and craftsmanship, and we look forward to contemporizing that message for today’s audience,” said Curiosity Advertising Partner and COO, Greg Livingston. “The new Formica Group ownership and their management team is committed to taking the company to new heights, and our entire agency is excited about being their partner as we write the next chapter in the company’s history.”

Daniel J. O’Conor and Herbert A. Faber established the Formica Products Company in Cincinnati in 1913, named after their new product invention Formica® Laminate. 106 years later the Formica Group remains a leading provider of branded, designed surfacing solutions for commercial and residential customers worldwide.

About Curiosity Advertising

Curiosity Advertising is an audience-obsessed, experience-first, fully-integrated creative solutions agency. The agency’s process-driven curiosity is the key to unlocking creative, alternative ideas that strategically solve business challenges for courageous companies, like Roto-Rooter, Borden Dairy Company, Stonefire Authentic Flatbreads, The Cincinnati Insurance Companies, Downy Wrinkle Releaser, Boogie Wipes, Drees Homes, Penn Station East Coast Subs, Procter & Gamble, Cincinnati Bell and more. As one of Inc. 5000’s fastest-growing companies, Curiosity helps brands engage their audiences across traditional, digital, social, direct and experiential channels. Learn more about the Cincinnati, Ohio, based agency at

About Formica Corporation

Founded in 1913, Formica Corporation, part of the Formica Group of companies, is a leader in the design, manufacture and distribution of innovative surfacing products for commercial and residential applications. For more information about Formica Corporation, its products, special programs and promotions, visit or call 1-800-FORMICA™.

About Formica Group

Formica Group is a global group of companies consisting of Formica Canada Inc., Formica Corporation, Formica de Mexico S.A. de C.V., Formica IKI Oy, Formica Skandinavien AB, Formica Limited, Formica S.A., Formica S.A.S., Formica Taiwan Corporation, Formica (Thailand) Co., Ltd., Formica (Asia) Ltd., Formica Decorative Materials (China) Co., Ltd. and Homapal GmbH, among others. The Formica Group of companies is part of the International Business division of Fletcher Building.

Please Note: Formica®, Formica® Surfaces. For Real®, and the Formica® Anvil Logo are registered trademarks of The Diller Corporation. 1-800-FORMICA™ is a trademark of The Diller Corporation. 

All rights reserved. ©2019 The Diller Corporation. A member of the Fletcher Building Group. 



Owen Serey

Asst. Marketing Manager – PR/Communications

The Formica Group

Ph: (513)-786-3121



Greg Livingston

Partner and COO

Curiosity Advertising

Ph: (513) 744-6001

M: (513) 235-6728