Amtico Appoints Brand Agency Continuous for 'New Strategic Direction'

Continuous has secured the residential side of the luxury flooring brand Amtico, after a three-way competitive pitch.

The agency was already working closely with the company on its commercial side of the business. An in-depth understanding of their competitors, the Amtico product range and the emotional benefit Amtico provides to customers informed their strategic approach of ‘A stage for all life’s stages’. The concepts focused on a creative platform which was brought to life through motion, design and tone of voice.

“It was Continuous’ thorough understanding of our needs as a business, and how strategically we could develop our residential side that stood out to us.” says Holly Johnson, marketing director at Amtico. “An understanding of how our sector works, and the different audiences within both is really essential. Their vision for residential was both clear and emotive, and this came through expressively in the creative in the pitch.” 

The flooring sector has become increasingly competitive over the last few years, which is why Continuous dedicated time to a unique strategy to give Amtico an edge over their market competitors.

“Amtico is an ambitious client,” says Erika Anderson, head of strategy at Continuous. Recent shifts in consumer mindset and behaviour meant the residential side of their business faced huge opportunities. It was a privilege to give them the strategic and creative platform to keep them on the front foot as market leaders.”