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IAS b2b develops Kingspan Benchmark brand building campaign

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By The Drum Team, Editorial

August 20, 2010 | 2 min read

A campaign beginning the brand building process of Kingspan’s new brand, Kingspan Benchmark, has been developed by ias b2b marketing.

The new brand has been created to offer architects and contractors a new approach to façade specification and help the offering stand along from the main Kingspan brand.

The campaign is the first phase and follows the development of the Kingspan Benchmark brand and website, which the agency was tasked to create at the end of 2009 following a three-way-process.

“It’s very clear that in the long run we are building a brand called Kingspan here, however, the very mention of the word Kingspan was clearly limiting our ability to get involved with some high value construction projects and we needed to find a way through that,” Chris Witte, head of marketing for Benchmark told The Drum.

“Our way through that was to have another name. We had bought a business in the US called Benchmark which seemed to be a suitable name which would sell into architects in the States, so we took the Benchmark name and started again with the branding.”

The campaign will run across trade media, while through its new website, the brand has already implemented a social media strategy using blogs and a Twitter feed.

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