This edition of Behind the Winning Work features Andy Mudie and Catherine Mountford discussing the Promat campaign that won Best Mid-Range Budget Campaign and Best Go-To-Market Campaign at the 2025 CMA Awards.
This video forms part of Behind the Winning Work, a series exploring the thinking, strategy and measurable outcomes behind campaigns recognised at the CMA Awards.
In this presentation, Andy Mudie, Head of Marketing at Etex, and Catherine Mountford, Head of PR at Lesniak Swan, unpack the development of Promat’s structural steel passive fire protection campaign.
The campaign won both Best Mid-Range Budget Campaign and Best Go To Market Campaign at the 2025 CMA Awards.
Developed in response to increasing scrutiny around specification and product communication following the Building Safety Act and CCPI, the campaign aimed to address a growing knowledge gap among architects and specifiers around structural steel fire protection.
Combining technical guidance with a strong creative approach, the campaign positioned Promat as an expert partner capable of helping specifiers navigate increasingly complex fire safety requirements. Through specification guides, white papers, CPDs, webinars, PR and targeted content, the campaign focused on removing uncertainty while driving measurable commercial results.
In the presentation, Mudie and Mountford explain how the campaign balanced technical accuracy with impactful creative, why audience understanding was central to its success, and how a relatively modest budget delivered significant pipeline growth and industry recognition.