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Refinery gets global brief from Lincrusta


Refinery has been awarded a global marketing brief from Heritage Wallcoverings.

The Manchester agency will be repositioning its Lincrustra brand, to promote it as an exclusive British “wall-covering” marque, aimed at the high-end residential market and commercial hospitality sector.

While already available worldwide, the aim is that this will enable it to strengthen distribution in the UK and US, Middle East, China and mainland Europe.

“Since acquiring the Lincrusta brand, we’ve been making plans for a brand make-over and appointed Refinery to partner with us on this journey, following a three-way pitch,” explained Martin O’Kane, from Heritage Wallcoverings.

“With a proven track record within the sector, Refinery’s strong brand development credentials and creative ideas will help to re-establish Lincrusta’s position as a luxury British brand in today’s market, while expanding distribution globally.”

The project includes market research in the UK and USA and developing a brand and communications strategy. Refinery will also create a website, brochures, in-store display and advertising.

It’s due to relaunch in Autumn 2016.

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