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
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
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.