In 2026, WeBuildBrands turns 20. As the specialist marketing consultancy for the fenestration industry marks this major milestone, founder, Iain McInnes, comments on the impressive returns and projects the business has delivered to date and offers a glimpse of the company’s future plans.

We’ve all heard that expression about how time flies when you’re having fun and I’m not quite sure what that says about my last 20 years at the helm of WeBuildBrands.

It may have been two decades since I set up the business – keen to capitalise on my experience gained in senior and strategic marketing roles with manufacturers of windows, doors and conservatory roofs – but those years have literally flown by.

During that period, much has changed.

The world has seen massive shifts in a multitude of areas thanks to globalisation, technological advances and societal evolution.

As a prime example, and compared to 20 years ago, we now live in a time where our smartphones have replaced multiple devices such as digital cameras, MP3 players and sat navs; where cloud computing has changed media consumption and work models; and where social attitudes have changed (thankfully for the better) with regards to issues such as the environment and diversity and inclusion.

Marketing, and especially marketing communication, has moved on too.

The largely outbound techniques of 20 years ago have now been complemented by more digitalised and data-driven strategies.

Communicating a brand’s offers, benefits and values has become less about broadcasting them through advertising and other collateral and has evolved into more of a two-way conversation.

Using tools like social media, PR, content creation and thought leadership, marketeers need to be more focused than ever on authenticity, relatability and engagement.

Moving with the times

As times and methodologies have changed, WeBuildBrands has changed with them.

It’s this drive to continually evolve that has enabled us to form such longstanding relationships with our clients. It has helped us to keep pace with their needs and to frequently ensure they are early adopters of new marketing tools and opportunities.

In a field where client churn has become an unfortunate norm, we are proud to have worked with the same fenestration businesses for many years – or even decades.

Acting as a seamless extension of their own teams, we have employed our high touch, senior-led and consultative approach to plan and realise all manner of short and long-term marketing goals from tactical campaigns to complete rebrands.

This need for constant evolution also led to the addition of Wayne Leith to the company a number of years ago.

I have known Wayne for close to 30 years and we first worked together whilst I was marketing director at the Burnden Group and he was creative director at our marketing agency.

We produced some great work together, both in terms of creative execution and commercial outcomes, so bringing him into the business made absolute sense and was mutually beneficial.

Focused on the future

So, what’s next for WeBuildBrands?

Well, rest assured, we’re not done evolving yet.

We continue to have an agile business model to ensure we are ideally placed and fully resourced to facilitate our clients’ success.

As a prime example, we have recently made a number of additional hires, strengthening our social and digital capabilities. Importantly, our new team members bring eclectic outlooks and experiences gained from outside of our target sectors.

This helps to ensure new perspectives, the cross-fertilisation of ideas and that we are bringing to bear best practice methods and the latest thinking, not just from our industry but from all industries.

There are other exciting developments planned too. In particular, we are about to embark on a journey with an endpoint that will deliver a myriad of truly exciting benefits for our team, our business and our customers.

I don’t want to say too much yet but we will be revealing more in the not so distant future.

2026 may still be in its infancy but it’s already shaping up to be an exciting year and not just because of our 20th anniversary.