Hepworth Building Products: 'This is not a pipe'

John Madell

The agency was charged with the task of making Hepworth’s sewage pipes stand out from the crowd in order to keep it at the head of the market.
Agency: Euro RSCG Wnek GosperAuthor: 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...

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