Rare scores hat-trick
June 2008
Rare's B2B strike force has combined to score three impressive new business wins in recent weeks, complementing the agency's already strong credentials in the construction, home improvement and facilities management sectors.
When household brand Artex wanted to refresh its marketing agency roster, a solid understanding of marketing home improvement products through trade and DIY channels were high on the selection criteria. Rare was chosen to work on a number of brands within the Artex stable and is already at work on the first project.
As a family owned business with over 20 years success behind it, Energy Cost Advisors Group thought it time for a brand overhaul. This was a big decision for the business, requiring a partner that would sensitively get to grips with the task of repositioning the brand in the rapidly changing energy market, and find a way to express the uniqueness of the ECA offering. Having won the assignment, the Rare B2B team has already conducted a brand workshop and messaging review and is now underway with creating the new ECA visual identity.
As a key manufacturer of roofing and other products supplied into the UK building industry, Manthorpe Building Products has an enviable reputation for its product innovation. Introduced to Rare by an existing client, Manthorpe soon saw our potential and asked us to create a comprehensive launch strategy for their most important product introduction to date. Smartridge is a revolutionary new ridge tile, manufactured from lightweight, durable polymer that is set to impact the roofing materials market. Rare has designed an integrated campaign including direct mail, PR, point of sale and literature as well as creating the brand identity for the product and its existing stable mates. The campaign will be topped off with fun T Shirts, declaring "I'm a smarter roofer".
Rare Managing Director Steve Bellingham commented on the account wins, "This impressive hat-trick, which defies the current tough economic climate, is a result of an outstanding team effort from the first new business meetings, through to strategic planning, client account management and creative design. We are delighted to welcome these new clients to the Rare client family and look forward to long and mutually beneficial relationships".
