This long-established brand leader was under attack from several competitors, each targeting a different niche and claiming specialist expertise. We needed to underline Armstrong’s credentials as the leading brand across all sectors of the market.

Armstrong: As “Master of all trades”, we led with a witty, noticeable, endearing ad campaign, supported with literature, direct mail, events and editorial coverage. The ads always appeared as a sequence of eight consecutive quarter pages, usually in the bottom corner of each magazine.