Crammond Dickens Lerner wins Timber 2000 project

Timber manufacturers in Britain and Scandinavia are uniting behind a pounds 9 million campaign to promote their products in the UK over the next three years.

Timber manufacturers in Britain and Scandinavia are uniting behind

a pounds 9 million campaign to promote their products in the UK over the

next three years.



Crammond Dickens Lerner saw off challenges from Abbott Mead Vickers BBDO

and edge/gmc to win the creative assignment for the Timber 2000 project.

AW Media, its regular partner, will handle media planning and

buying.



The appointments are a precursor to an autumn TV, national press and

magazine offensive to convince consumers to make more use of wood and

architects and builders to specify it when constructing new homes.



It marks the most concerted attempt yet by the highly fragmented timber

industry to promote wood as a building material to rival plastic and

concrete.



It also signals the end of the ’think wood’ campaign by Travis Sully

Harari for the Timber Trade Federation which is diverting its budget

into the new initiative.



The Federation is joining the Nordic Timber Council, responsible for 40

per cent of the timber - mostly pine and spruce - imported into the UK,

in the campaign which is also supported by the Forestry Commission, the

Timber Growers’ Association and sawmill owners.



The Nordic Timber Council will contribute the lion’s share of the money

for the promotion and Ian Crammond, the Crammond Dickens Lerner chairman

and chief executive, has been instrumental in persuading other producers

to help fund it.



’This has been a big leap of faith for the Timber 2000 members and they

have had to be sure that they are comfortable with us,’ Crammond said.