In 2012, British Gypsum, the UK’s leading manufacturer of interior lining systems, launched UniFinish – a breakthrough plaster that could work on even the most challenging surfaces. The product didn’t perform as well as expected, creating a lack of trust and brand negativity in the market. As a result, UniFinish was withdrawn and subjected to extensive research and development. In 2014, the revised product was ready for re-launch, yet research showed that historical perceptions remained. When such views are established, how do you break through these barriers and convince customers that things have genuinely changed? This was our challenge.
- ABM & demand generation, Brand, Channel partnership, Content, Creative & Campaigns, Customer experience [CX], Data and Insights, Marketing operations and technology [MarTech], People, Teams and Skills, Strategy and Evolution
B2B Marketing Awards Winners Report 2025: Blueprint for Commercial Success
- ABM & demand generation, Brand, Channel partnership, Content, Creative & Campaigns, Customer experience [CX], Data and Insights, Marketing operations and technology [MarTech], People, Teams and Skills, Strategy and Evolution
The B2B Marketing Awards Winners Report 2025 is the definitive showcase of the most effective, commercially impactful and creatively advanced B2B marketing of the past year. It reveals how the industry’s top-performing teams are redefining
