Following a three-way competitive pitch, bcg2 has won the Fletcher Aluminium consumer and commercial account, one of more than a dozen new business wins for the 'international indie' in the past 12 months.
bcg2 weren’t told who else was involved in the pitch and Fletcher Aluminium "didn't want to discuss commercial information" but Buffalo Creative was thought to be the incumbent.
Fletcher Aluminium is the research, design, development and manufacturing brains behind the aluminium joinery, doors, windows, louvers, facades and customised solutions created and installed by retail brands like Fisher Aluminium, Rylock, Nebulite, Vistalite and Oakley.
"It’s ironic that the best windows and doors are invisible, if they’re working properly you never notice them," says Abe Dew, director of strategy and planning at bcg2. "Yet, they’re the hardest working parts in any building and superior design and craftsmanship makes a huge difference in the liveability of a home.
Bonnie Carboon, bcg2's group account director says a successful strategy for this category needs to be as relevant to architects, builders and installers as it is to homeowners.
"No-one is doing that right now so we see an opportunity for a challenger brand that helps everyone understand the superior quality and design of Fletcher Aluminium’s innovative products," she says.
“We chose bcg2 to be our marketing partner as our business is entering a dynamic new phase in its development that requires a fresh approach. bcg2 brought an experienced team who showed real passion and enthusiasm for their business and ours. We are looking forward to breaking new ground with them as our partner," says Lou Cadman, general manager of Fletcher Aluminium.