Agency: Euro RSCG Wnek Gosper Author: John Madell

Hepworth building products:
'This is not a pipe'

INTRODUCTION

Hepworth has a small advertising budget, it comes from 'up north' and manufactures sewage pipes!

Hepworth, however, is no ordinary client. It excels in its field. It has the largest and most modern factory of its type in the world and one of the most professional management teams the agency has ever worked with.

This case history shows how a modest amount of well-targeted account planning provided key insights in the areas of overall brand-positioning, creative development and media planning.

The resultant work made a significant contribution to their business success and gratifyingly won several creative awards.

Background

Hepworth Building Products is the largest division of Hepworth plc, a conglomerate focused on the supply of materials to the building trade.