Integrity Windows and Doors

Brett Boyum, Dir. of Mktg., Marvin Windows & Doors
Garrett Wilson, Comm. Coord.

Martin Williams *Lead Agency

Cindy Lord, VP-Group Planning Dir.
Siobhan Neely, Assoc. Acct. Planner
Mary Haugh, VP-Acct. Dir.
Jim Henderson, Exec. VP-Group Creative Dir.
Charles Youel, Assoc. Creative Dir.
Toby Balai, Art Dir.
Lannie Dawson, Exec. VP-Media Services Dir.
Jenna Marfori, Media Planner

This is the story of a little brand, Integrity Windows and Doors, aggressively taking on vinyl - the Goliath of the category - and making a dent. We credit our success to breaking with convention in messaging, creative and contact planning. We boldly positioned Integrity, selling products made of a composite fiberglass, as an alternative that leaves vinyl in the dust (aka kicks vinyl's a**). This bravado-filled attitude fosters a real connection with our Modern Maverick builder target, while the hyper-competitive message clearly communicates that vinyl windows just aren't good enough anymore.