Creative switch

Digital agency Switch will spearhead FIT Show’s creative campaign for the event in 2020.
The decision to redefine the creative campaign for FIT Show follows on from the announcement that FIT Show would revert to an annual event, taking place at Birmingham NEC next May (12-14, 2020.)

Switch won a six-way pitch, and will take the helm from incumbent agency Motionlab which held the account for five editions of the show.

The agency, which is headquartered in Birmingham and established for 34 years, works with a number of FIT Show’s exhibiting brands as well as wider construction industry brands such as Kingspan Insulation, Build UK and Rehau.
It was Switch’s ‘Come along to Kömmerling’ campaign, winner of FIT Show 2019’s ‘best creative marketing campaign’ award, which helped to deliver a record-breaking show for the premium supplier of window and door systems, and put the agency on FIT Show’s radar.

The creative campaign will kick start in earnest from November 2019 and run across all digital and print channels, with the use of a targeted video to create maximum impact among potential exhibitors and visitors. This will be supported by a number of other initiatives, all designed to ensure as much visibility of the event as possible across the industry.

FIT Show event director Nickie West said: “We were blown away by the creativity and level of effort that Andrew and the team had gone to throughout the pitch process. They went above and beyond and demonstrated that they not only knew the FIT Show brand, but were the right partner to cement FIT Show as the essential annual platform to meet, network, learn and do business.”

“We’re excited for everyone to see this campaign, join the conversation, and work with us to reinforce just what it is that sets the UK glass and glazing industry apart from many others out there. We don’t sit still in times of uncertainty, we push on, we evolve and we lead the way. The Switch campaign communicates all of that, and more.”
Switch client services director Andrew Wishart said: “There is no doubt that we are working through challenging times as a nation, but FIT Show delivers year-on-year and that can only be a good thing for the industry and the wider economy. We’ve worked hard to develop a campaign that will capture people’s attention and reignite their drive and passion to just Go For IT!”