North American Roofers Tap Copacino+Fujikado

LOS ANGELES Copacino+Fujikado has won advertising duties for the Metal Roofing Alliance, the agency said.

The MRA, a North American trade organization of steel producers, roofing product manufacturers and contractors, met with several undisclosed agencies throughout the U.S. and Canada before selecting the Seattle-based independent. Eisner Communications in Baltimore previously handled the account. Billings are approximately $2 million.

“We felt their creative was very strong, and the integrated approach they presented was what we were looking for,” MRA executive director Tom Black said about Copacino+Fujikado. Black is based in Gig Harbor, Wash.

Copacino+Fujikado will handle creative and media. A multimedia campaign is expected to roll out in early 2004 and will most likely include national TV, consumer magazines and trade advertising. The effort will focus on residential re-roofing in the U.S. and Canada. In addition, the 30-person shop will handle some trade initiatives to encourage steel producers and distributors to join the MRA, and will attempt to drive traffic to the MRA’s Web site, said agency principal Jim Copacino.

“This is a chance for us to cast a shadow a little bit beyond the Northwest,” Copacino said.

Over the last five years, market share for metal roofing in North America has risen from 4 percent to 8 percent, said Copacino. The MRA would like to enter the double-digits within the next two years, he said.

Copacino+Fujikado claims $25 million in billings. Its client roster includes outdoor retailer REI, the Seattle Mariners, Premera Blue Cross, Puget Sound Energy, LexisNexis and The Seattle Times.