Laughlin Constable will be responsible for all media planning, buying and measurement for USG’s three primary business units, including performance materials, ceilings and gypsum.
“Laughlin Constable is the perfect agency partner due to its ability to identify our key business challenges and how to clearly demonstrate and measure performance,” USG Corporation vp, marketing Jeff White said in a statement.
“We’re looking forward to partnering with USG, a highly regarded brand, to drive momentum as well as deliver robust performance insights to deliver more meaningful business results,” added Laughlin Constable evp, media Vanessa Watts. “By utilizing a programmatic-forward approach we can clearly outline how to identify and engage niche audiences throughout the customer journey – a key priority for USG .”
USG Corporation spent a little under $2 million on measured marketing last year, slightly over twice what it spent in 2017, according to Kantar Media.