The Market Creative has won a three-way pitch to provide strategic and creative marketing services to Grafton Merchanting GB (GMGB), one of the UK’s leading builders’ merchants groups.
The Manchester agency pitched to retain GMGB’s showroom marketing business as well as to win the company’s trade marketing business. The new brief encompasses press, radio and CRM and builds on the current ‘let’s get the job done’ marketing campaign.
For more than two years, The Market Creative has worked with GMGB on its brand and showroom marketing strategy. The merchant has grown through acquisition and the agency was initially enrolled to evaluate its brand architecture, helping identify a number of brands that could be consolidated.
Work has also included the brand design for Buildbase, Plumbase, Electricbase and Hirebase as well as for new own label product Suregraft. The team is also working with GMGB on its future branch strategy.
Sue Benson, managing director at The Market Creative, said: “This is a fantastic opportunity for us to expand and develop the work that we have been doing with Grafton. The team has spent several months getting under the skin of the market to really understand what drives tradespeople to buy. This insight was at the crux of our strategy and we look forward to bringing it to life.”
Rebecca Morgan, marketing operations director at GMGB, added: “We were looking to create greater synergy between our approach to trade and showroom marketing and therefore felt the time was right to find one agency that could deliver on both counts.
“The Market Creative demonstrated in-depth knowledge of both our business as well as the wider market. They also got us excited about their thinking for developing our creative direction, so we look forward to continuing our relationship with the team.”
The agency, which also works with the likes of Silentnight, Thomas Sanderson and Holt Lloyd International, currently employs 15 staff at its offices in Trafford Park.