WALTHAM, MA: Holcim US, a manufacturer of cement and other building materials, hired Daddi Brand Communications and Hullin Metz & Company for branding and financial communications services.
Holcim chose the firms after an extensive interview and testing process in April and May, though no formal RFP was issued.
Daddi, which began work in mid-July, is targeting trade media for the building and construction industries, general news media, and business media with its brand promotion and awareness efforts. Hullin, which began work in late June, will handle the executive and corporate communications initiative, also targeting business and financial media.
Ad agency Ricochet Partners is assisting the marketing effort, which, in its entirety, will spotlight the sustainable attributes of Holcim's green building products and services.
“We believe in this market and its potential, especially since all segments are being challenged to [be] green and innovate,” said Susana Duarte de Suarez, VP of corporate communications for Holcim US.
De Suarez added that the company was looking for a “more tailored and focused” initiative when it sought the two firms. Daddi has taken a lead role in the effort.
“[Our role] is defined by the primary objective of brand awareness and equity,” said Bill Daddi, firm president. “We're helping to shape the message and make sure it's consistent.”
Hullin is working with Holcim senior executives to present that message. Susan Hullin, managing partner, said the firms' respective specialties make an effective combination.
“When you put the parts together, it makes a strong whole,” she said.
Holcim would not disclose the value of the contracts, but the campaign spend is budgeted at $500,000.