PRESS RELEASE: Simpson Strong-Tie Names Function: as its Media Agency of Record


ATLANTA, GA (January 6, 2011) - Function:, an integrated marketing agency that specializes in the building and construction industry, has been named the media agency of record for Simpson Strong-Tie, one of the largest suppliers of structural building products in the world. Through this relationship, Function: will conduct market research and analysis, develop a comprehensive and targeted placement campaign, and conduct plan negotiations for the company’s on and offline advertising placements and value-added elements.

“Through our marketing and communications efforts we aim to educate our customers about our full range of products and how they help create safer, stronger homes and buildings as well as reinforce our commitment to customer service,” said Shelby Lentz, marketing communications manager for Simpson Strong-Tie. “Function:’s in-depth understanding of our target audience will not only help increase our brand presence, but also ensure our messages reach the right people.”

As an integrated communications agency, Function: uses an innovative approach to work efficiently and tactically, engaging key influencers, prospects and internal conduits through a range of vehicles and touch points. By cultivating relationships with target groups – including architects, contractors, facility managers and related media – Function: is able to tailor their marketing strategies to each client’s most important audience. 

“At Function:, we believe our biggest asset for any client is our knowledge of key audience segments and we have spent years understanding the processes that contribute to product specification and sales,” said Dana Castle, principal and director of strategy for Function:. “It’s this knowledge that will allow us to meet the needs of Simpson Strong-Tie and we look forward to great success together.”

Simpson Strong-Tie has a comprehensive product portfolio, which includes structural connectors, Strong-Wall® prefabricated shearwalls, Anchor Tiedown Systems for multi-story buildings, Quik Drive® auto-feed screw driving systems and Anchor Systems® anchors and fasteners for concrete and masonry. Simpson Strong-Tie® products are used in a range of applications, including commercial and residential buildings. The company, founded more than 50 years ago, is recognized for its commitment to innovation, quality and engineering. 

Media Contact: Joslyn Fagan

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