USG appoint Laughlin Constable as its authorised media agency ahead of programmatic strategy adoption

USG appoint Laughlin Constable as its authorised media agency

Building product manufacturer USG Corporation has completed its search for a new media agency of record with the appointment of Laughlin Constable to the role following a formal review.

This will see Laughlin Constable assume responsibility for all media planning, buying and measurement for building product manufacturer’s performance materials, ceilings and gypsum divisions.

Marketing VP Jeff White commented: “LC is the perfect agency partner due to its ability to identify our key business challenges and how to demonstrate and measure performance.

“We’re looking forward to partnering with USG, a highly regarded brand, to drive momentum as well as deliver robust performance insights to deliver more meaningful business results,” said Vanessa Watts, EVP Media, LC. “By utilizing a programmatic-forward approach we can clearly outline how to identify and engage niche audiences throughout the customer journey – a key priority for USG.”

USG is in the process of shaking up its media performance with new strategy, recommendations and reporting systems.

Laughlin Constable appointed Lisa Bennett as its chief creative last year following the ousting of Dan Fietsam.

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