Advertising Effectiveness Winner:
Gib Living Solutions
Agency: Mercato
Gib had always been a trade focused brand and from the outset of the campaign it held 95% share of a mature market. However, research in 1996 revealed that 45% of decisions relating to materials used in the new house/renovations market were being made by the homeowner, not the trade.
Gib had never attempted to communicate or build brand with this highly influential group.
To the homeowner Gib was generic, in...