We’re delighted to announce that we won a three-way pitch to provide strategic and creative marketing services to Grafton Merchanting GB.

Grafton Merchanting GB (GMGB) is one of the UK’s leading builders merchants groups and this is a fantastic opportunity for us to expand and develop the work that we have been doing with Grafton over the last few years.

We pitched to retain the merchant’s showroom marketing business as well as to win the company’s trade marketing business.  The new brief encompasses strategic and creative marketing with press, radio and CRM. We will also be building on the current ‘lets get the job done’ marketing campaign.

Work so far

For more than two years, we have worked with GMGB on its brand and showroom marketing strategy.

The merchant has grown through acquisition and we were initially enrolled to evaluate its brand architecture, helping identify a number of brands that could be consolidated.

Work has also included the brand design for Buildbase, Plumbase, Electricbase and Hirebase as well as for new own label product Suregraft. The team is also working with GMGB on its future branch strategy and we look forward to providing further support with our strategic and creative marketing services.

A few words from Grafton

The new brief means that we will be spending more time working with Rebecca Morgan, Marketing Operations Director at GMGB. She told us:

“We were looking to create greater synergy between our approach to trade and showroom marketing and therefore felt the time was right to find one agency that could deliver on both counts. The Behaviours Agency demonstrated in-depth knowledge of both our business as well as the wider market. They also got us excited about their thinking for developing our creative direction, so we look forward to continuing our relationship with the team.”

Sue Benson

Managing Director