Royal Building Products Taps Planit for North American Relaunch
September 16, 2012 | 10:28 pm CDT

BALTIMORE,MD -- Planit, a Baltimore-based integrated marketing firm, announced that it has been named agency of record by Royal Building Products' (RBP) Exteriors and Distribution division. The market leader in Canada for aluminum and vinyl siding products, Royal Building Products recently doubled its vinyl siding market share following the acquisition of Ohio-based siding manufacturer Exterior Portfolio.

RBP's Exteriors and Distribution division is looking to Planit as a strategic marketing partner to re-introduce the company to the North American market and significantly grow its presence in the U.S., where the category is forecast to grow 8.4 percent per year through 2016. Planit will help the division seize a greater share of the projected $10.2 billion industry.

As agency of record, Planit will execute branding, positioning and a website redesign for the Exteriors and Distribution division as it continues to grow in the U.S. Planit will also develop a launch strategy for the division's new, innovative products scheduled to hit the market later this year. Public relations and social media will support the launches leading up to Royal Building's participation in the International Builder's Show in Las Vegas in January 2013.

"This is truly an exciting time for us. From the overall change to the growth and reorganization, we realize we have the potential to be a true innovator in the category and Planit quickly realized this," said Simon Bates, vice president and general manager of Royal Building Products' Exteriors and Distribution division. "We needed a strategic marketing partner who would challenge us, and who would raise the bar not only for our company but for our category as a whole. We're confident Planit will help us to do just that."

"Siding is not a glamorous category right now. We have an opportunity to change not only the way consumers think about vinyl siding, but the way they view their homes," said Ed Callahan, executive creative strategist and co-founder at Planit. "Royal Building Products' Exteriors and Distribution division will be introducing game-changing products to the market before the end of the year and I believe Planit is the perfect launch partner to help them reinvent the category as we know it."

About Royal Building Product's Exteriors and Distribution

Royal Building Products, a subsidiary of Georgia Gulf Corporation (NYSE: GGC), manufactures and distributes leading materials for the home remodeling, building and municipal construction markets. For over 40 years, the company's commitment to quality, innovation and customer relationships has attracted the loyalty of a growing number of building professionals, homeowners, architects, engineers and distributors to its products. With operations throughout North America, Royal Building Products offers the renovation, remodeling and new construction industries a broad range of innovative products including siding, trim, accessories, soffit, rain ware, mouldings, deck, window profiles and patio doors. Royal Building Products also manufactures pipe and fittings for the electrical, municipal, irrigation, plumbing and industrial construction industries.

About Planit

We're Planit. The Baltimore advertising agency hell-bent on doing whatever it takes to deliver breakthrough communications and bottom line–driven results for our clients. Whether that's through digital media, non-digital media, PR, social, strategic planning or the "next big thing"—if it isn't both creative and smart, we're not doing our job. That's why clients including Under Armour, Marriott, New Horizons, McCormick, Def Jam and Fila continue to trust Planit. And it's why Advertising Age recently named us the Southeast's Small Agency of the Year.




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