The American Institute of Architects

Establishing a new relationship paradigm in the
construction ecosystem

We are living through a liminal moment—a transitional period—one offering significant challenges, yet tremendous opportunity. Building Product Manufacturers (BPMs) and their respective Marketing teams are and have been trying to navigate tectonic shifts in: media and media outlets, digital transformation/technology, staffing, leading and managing sales teams, ROI/KPMs, events, COVID-19 and far more. Meanwhile, organizations are grappling with quickly dwindling tenure among Marketing VP’s and CMO’s at a respective 24 and 18 months.

Add to that, research that Ganton conducted, revealed that marketers at leading BPM brands viewed AIA as a necessary evil. A stale brand.

So with this backdrop, how could AIA become the most valued partner to marketers at Building Product Manufacturers?
360º Services:
  • Research + Discovery
  • Brand Strategy and Messaging
  • Advertising
  • Content and Image Creation
  • Media Strategy and Planning
  • Digital Marketing
  • Website Integration

Bold Approach

Building Product Manufacturers have had their negative perceptions of the AIA. Yet, its storied history and unrivaled brand awareness are unquestioned. So how could AIA capitalize on it?

  • Seize the moment
  • Be laser-focused
  • Leverage the AIA brand
  • Speak the BPMs language
  • Deliver demonstrable value
Mark Ganton has a voice, perspective, and level of wisdom about the building product industry, that most of us do not possess.
John Crosby, Managing Director of Corporate Partnerships

The American Institute of Architects


The Smarter Together campaign which just launched in February 2021, has repositioned the AIA brand among Building Product Manufacturers and has received glowing endorsements.
The AIA has hired the cream of the crop—Ganton has consistently been at the pinnacle of our building products industry and they have built a bridge of understanding between Architects and Building Product Manufacturers.
Cyrus Boatwalla, Director of Marketing

ASI Group