Westbridge Furniture Designs, the largest independent upholstery manufacturer in the UK, have confirmed their appointment of multi-disciplinary marketing agency Audience Collective to support on the launch of the new sustainable manufacturing system, Full Circle.

Network members Audience Collective have worked in tandem with the manufacturer to develop and launch the sub-brand, recently launched at the January Furniture Show in Birmingham. Westbridge won The Furniture Awards’ sustainability category, with the judges describing the new manufacturing technique that delivers easily recyclable upholstery, as “the future of furniture making.”

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The Requirement

Paul Myerscough, Managing Director of Westbridge, approached GO! looking to appoint an agency to support on the creative development of their new sub-brand, also working with the business to provide PR and further activation around its launch.

The Pitch

After a competitive pitch process involving multiple agencies, it was Audience Collective’s understanding and concept for the brief that led to their selection as Westbridge’s partner.  

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On his experience of the GO! process, Paul said:

“GO! were professional and quick to act. Our Brand Partnerships Manager Sam was very helpful and guided us smoothly through the process.”

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On the appointment, Richard Midgley, Chief Strategy Officer at Audience Collective said:

"Westbridge have created a ground-breaking modular system to build furniture that is completely recyclable, and wanted to create a brand to support this.  

We used our Ponderation process to understand that and create an "Ingredient Brand” that would support, as well as work with the other retailers and manufacturers involved."

On winning the project, Richard shared that, “We clearly understood what the client needed, and GO! allowed us to do what we are good at – the whole process was smooth and well-organised.”  

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