Republik wins Fletcher Steel pitch

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Freemans Bay indie Republik has won a two-way pitch (against fellow Auckland indie Federation) to manage the Fletcher Steel brand strategy and creative communications for their Dimond and Calder Stewart Roofing brands, effective immediately.

The incumbent was an unnamed Christchurch agency.

Fletcher Steel head of marketing Neil Watson says: “We invited agencies to present strategy and conceptual thinking around the development of a story that will underpin these two brands.

“This will form the foundation for all future marketing and business communications. We’ve a lot going on within the organisation at present and this work is critical to ensuring that all aspects of our roofing businesses are aligned going forward – we want a fresh approach to the marketing and promotion of our roofing brands to key audience groups.

“Throughout the process Republik impressed. Their strategic approach blew us away and we’re looking forward to working with them to bring it all to life.”

Republik director Craig Abbott said: “We are stoked. It was a great process to be part of and we can’t wait to get started. We’re really excited by the opportunity to be partnering one of New Zealand’s most iconic business brands.

“It’s another great appointment for us and it continues the positive momentum we’ve been enjoying for some time now. It’s a really nice way to close off a full-on year.”

About Fletcher Steel
In April 2017, Fletcher Building (FB) completed the purchase of the Calder Stewart Roofing (CSR) assets. FB placed these assets under the Fletcher Steel (FS) management team. FB has been active in the long run roofing market for over 60 years with a roll forming business that currently trades under the brand of Dimond – a well-established brand in the New Zealand market, known by roofing installers, builders, architects and design engineers. Dimond is active in the roofing, cladding, rainwater systems, purlins and structural flooring markets.

About Dimond
Dimond shares the history of two companies – Fletcher Brownbuilt and Dimond Industries due to the 1987-8 Fletcher Challenge acquisition of Winstone. In 1963, Fletcher Industries purchased Brown Brothers Australia and created Brownbuilt Metal Sections NZ Limited. The company was renamed Fletcher GKN in 1971, but by 1976 it was renamed as Fletcher Brownbuilt and then in 1979 renamed Fletcher Industries – Brownbuilt Div. On the Winstone side, the Wellington plumbing merchant H.H.Dimond was purchased and formed into Dimond Industries in the late 1960s. During the 1970s and 1980s, both businesses expanded their product range and number of operating locations throughout New Zealand. Products included painted and galvanised steel purlins, galvanised steel composite floor profiles, and fascia and gutter systems as well as a range of long run roof profiles.

In 1988, the merger of Fletcher Challenge and Winstone saw the creation of a larger Dimond Industries, which was, renamed Fletcher Dimond. It had branches in Whangarei, Auckland, Hamilton, Tauranga, Rotorua, New Plymouth, Hastings, Palmerston North, Wellington, Christchurch and Dunedin. Rationalisation of the two companies’ product ranges into one, enabled a geographical spread of the different product types, retaining the strong generic brands Brownbuilt, Dimondek, LT7 and Trimdek.

In 1992, Fletcher Dimond reverted to its old name Dimond Industries, which was shortened to Dimond in 2001.

About Republik
Republik Communications is a full service independent agency, formed in September 2001 b Paul McNamara, Craig Abbott and Simon Ellis.

In 2011 Republik opened the doors to their Sydney office. The agency is located at Pyrmont, just a short walk from the CBD. Republik employs a full-time team of 30 people across both their Auckland and Sydney offices.

They are well known for their unique offering of advertising, brand design, media planning, digital and social innovation that consistently delivers effectiveness and measurable results for their clients’ businesses.

The agency has won multiple media, effectiveness, direct and creative awards along with a NZ Indie Agency of the Year title. They have a client list they’re extremely proud of, including Volvo Cars, Fuji Xerox, Samsung, Panuku Developments, Wesfarmers Industrial and now Fletcher Steel to name a few.

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