Macpherson Paints: Please Adjust Your Image Before Leaving

Keith Laity

Campaign, 1988, for a new paint product sold to the trade (see also no. 4374, which continues the same story as a relaunch).
Agency: Buchanan Company, TheAuthor: Keith Laity

Macpherson Paints: Please adjust your image before leaving

THE MARKET

The UK market for paints falls neatly into two major sectors – 50% of architectural paint (defined as paints and coatings used in and on buildings for decorative and preservative purposes), and 35–40% industrial coatings; with relatively minor specialised products such as marine paints, structural steel coatings etc, mopping up perhaps 10–13% in volume terms.

The virtually constant market (average growth over the ten years 1976–86 of 1% annually) allows little or no opportunity for organic growth; and this has led...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands