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 As a result, UniFinish was withdrawn and subjected to extensive research and development.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.
- Content, Creative & Campaigns
Top Commercially Successful B2B Campaigns on Awards Shortlist
- Content, Creative & Campaigns
The B2B Marketing Awards 2025 are just around the corner. The increasingly relevant Most Commercially Successful Campaign category highlights programs that deliver measurable business impact. These campaigns go beyond creative ideas: they turn insight, strategy
