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Brick Association Taps Adworks

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The Brick Industry Association has named Adworks its lead creative agency.

The Washington, D.C., shop defeated Ten United in Pittsburgh and New York's Grey in the finals of an eight-week review to win creative responsibility for the estimated $7 million account.

Media buying re mains at Grey.

"Our strategy and the strength of our reel won the business," said Mark Green spun, creative director at Ad works.

The agency is charged with launching the Reston, Va.-based trade association's first national advertising campaign. In the past, marketing was handled regionally.

"There were five regions, each using a different agency," said Nancy Karpinski, Adworks' director of client services. "The association realized, 'If we want to get noticed, we've got to have one message.' "

The shop's upcoming television, radio, print and promotional efforts will be based on a two-pronged strategy: increase consumer awareness of the benefits of brick construction and use that awareness to drive homebuyers' demands for brick construction across the country.

"We need to get people to say, 'Don't wallpaper my house with brick facing or other materials,' " Kar pinski said.

Adworks' pitch team made a winning presentation using case histories, particularly marketing ef forts the shop had undertaken for the Aluminum Association.

The shop added some light touches to its pitch, including dressing the room and producing what Karpinski called "a fun little video."