Adworks to Build Case for Brick

The Brick Industry Association has assigned its creative account to Adworks.

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

Media-buying responsibilities re-main at Grey.

“Our strategy and the strength of our reel won the business,” said creative director Mark Greenspun.

Adworks 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 spot television, radio, print and promotional efforts will be built upon a two-pronged strategy: increase consumer awareness of the benefits of brick construction and relate home buyers’ preference for the product to builders across the country.

“We need toget people saying, ‘Don’t wallpapermy house with siding or other ma-terials,’ ” Karpin-ski said. “America needs to know that brick is the premier homebuilding material.”

The review, led by BIA director of marketing Tom Perry, did not include spec creative, Karpinski said. Adworks’ pitch team, led by Karpinski and Greenspun, built a winning case for their shop using case histories, particularly marketing efforts the shop has undertaken for the Aluminum Association.

Adworks added some light touches to its pitch, including dressing the room and producing what Karpinski called “a fun little video.”

Agency research suggests that the industry has been hurt to varying degrees by aluminum siding and, more recently, the nation’s flirtation with stucco.

Brick construction, for example, remains strong in the Southeast be-cause of the popularity of Federal-style architecture in major cities and weak in the West.

“The competition has gobbled up market share because people come into a subdivision and the decision has already been made for them,” said Greenspun. “Our goal is to make the builder feel the average home buyer will be open to buying a house made of brick, real brick, on all four sides.”