Jewson drafts in Tangerine to secure mainstream coverage

Building and timber supplier Jewson has appointed Tangerine on a retainer to handle comms with tradespeople.

Tangerine went up against six agencies during the pitch process. It will take over from CIB, which worked on the Jewson account for four years.

Clare Harding, PR manager at Jewson, told PRWeek it was "time for a refresh".

"Tangerine understood the brief and we were impressed with the team’s enthusiasm and understanding of the construction industry," Harding said.

Jewson also highlighted the fact that the construction workforce is getting younger and its comms strategy needs to reflect this by using different channels and branching out into the mainstream.

A fifth of builders are due to retire in the next five to ten years, according to research from the Construction Industry Training Board. 

Tangerine plans to set up an integrated comms strategy, which will appeal to the next generation of tradespeople as well as Jewson's traditional customer base, explained Sam Gregory, managing director of the b2b division.

She added: "We’ve long championed the importance of b2b brands using mainstream and digital channels, alongside more traditional trade media, but when it comes to engaging the latest generation of purchases it is even more critical to success."

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