Worldwide Partner Agency Network Demonstrates Speed to Market

Client: James Hardie | Agencies: The Union Advertising Agency & Resonnances & Cie

Partner agencies introduce new home-building product 10 months ahead of schedule.

Situation

After becoming the most used and preferred brand of home siding in the United States under the guidance of Sawyer Riley Compton in Atlanta, Georgia, James Hardie building products was ready to introduce their composite siding and backer-board tile products into Europe. The two products are novel, new building products for Europe, which traditionally uses stone and wood as building materials. As a shareholder in Worldwide Partners, Inc., Sawyer Riley Compton knew that they had a European partner that could handle the account with the same knowledge and expertise that they provided the client. Thus, SRC introduced James Hardie to The Union Advertising Agency in Edinburgh, Scotland.

Strategy

The Union became the European lead agency. A launch plan was developed to roll out the campaign in the UK and in France 12 months later. The campaign included a new website for the European region, trade advertising, sales literature for trade shows, point of purchase for building depots and tile shops, a corporate sales video, and direct marketing to targeted building- trade buyers.

Given a successful launch in the UK and the changing competitive landscape, James Hardie asked The Union to move the French launch up by 10 months. When asked if they could handle it, The Union immediately said “no problem.” They called Resonnances & Cie, their partner agency in France and got on a plane bound for Paris.

The Union briefed Resonnances on the account, including the strategy, the work that Union had done and the client’s expectations. The next day, the client met with both agencies at Resonnances’ office in Paris and six weeks later, James Hardie launched in France.
 

Results

SRC knew that they could depend on The Union because of Worldwide Partners. Since The Union’s agency owners had met Resonnances’ owners at Worldwide Partners regional and world meetings, they knew one another and knew that they could work together. Their relationship is based on a trust that can only be found in Worldwide Partners. As a result, they were able to offer the client a seamless launch in less than 10 months ahead of schedule

Future