Oldcastle APG has named Wray Ward Agency of Record for its iconic Sakrete® brand, the original bagged concrete mix and the professional’s choice since 1936. The companies will work together to engage with professionals and homeowners online and in-store where they investigate options and make choices for home improvement projects.
“In a world where we are tethered to our devices, it becomes increasingly important for brands to develop strategic content that reaches consumers in the right place at the right time,” said Jennifer Appleby, president and chief creative officer of Wray Ward. “For the professional and the weekend DIYer who are using their phones as a research tool on the job and in-store when on the hunt for product solutions, that means a creative mix of digital and traditional tactics that cut through the clutter and add value to their home improvement projects.
“We are excited to work with Sakrete, whose drive for innovation and differentiation makes them a fantastic partner for us and their customer,” she said.
Wray Ward will partner with Sakrete for research, strategy development and integrated marketing for its portfolio of concrete products. The agency will provide insights, strategy, creative, media planning and buying, search and digital, public relations and content development services for the brand.
“Sakrete has been trusted for its innovative mixes, maintenance and repair products for homes and outdoor spaces for 80 years,” said Mary Beth Sharp, director of brand management for Oldcastle APG. “Wray Ward’s strength in strategic planning as well as digital, creative and content development makes them a natural fit for our brand, its heritage and the future.”
Founded in 1936, Sakrete is the original name in bagged concrete mix. The company is known by professionals for its industry-leading products. In addition to concrete mix, Sakrete offers durable mortar and stucco mixes, grouts and anchoring products, concrete and masonry repair products, and paver and landscape solutions.