Siniat and IMA B2B launch ‘The One’ brand campaign

Building materials leader, Siniat, has partnered with specialist B2B agency IMA B2B to launch its new brand campaign, ‘Siniat. The One.’, designed to reposition the company as the single-source solution for architects, designers, builders and contractors seeking peace of mind in a compliance-driven industry.

At its core, “The One” is a simple, bold statement that challenges industry assumptions about needing multiple suppliers, and reframes Siniat as the alternative that delivers certainty, efficiency and confidence. Backed by one warranty, one technical manual Blueprint, and one expert point of contact, the campaign highlights Siniat’s ability to provide both plasterboard and metal framing solutions as a complete wall or ceiling system, a product offering that sets the company apart from its competitors.

The instantly recognisable Siniat “1” brings the message to life across digital, print and on-site channels, reinforcing the company’s promise of a unified, fully tested and warranted system solution.

Jake Cush, Chief Commercial Officer at IMA B2B, said: “Our task was to showcase Siniat’s strength into a clear, single-minded idea that resonates across audiences, from architects and specifiers to builders and contractors.

“‘The One’ achieves that by turning a complex set of benefits into a memorable, universal proposition. It’s a creative way of expressing Siniat’s role as a strong alternative to status quo brands, and a category leader in technical and compliance-driven solutions.”

Stephanie Olsen, Marketing Manager for Siniat at Etex Australia, added: “This campaign matters because it puts a spotlight on what Siniat has always delivered: peace of mind. In an industry where risk and compliance are non-negotiable, we’ve invested heavily in testing, technical support and system innovation. ‘The One’ brings all of that together into a simple, confident promise – one supplier, one warranty, one system solution. It’s about giving our stakeholders a better, more straightforward way forward.”

“The campaign is the best articulation of our value proposition we’ve seen to date. It also reinforces the value of our partnership with IMA. Supplier relationships are regularly scrutinised these days, so to have a strategic and creative partner who has been with us since we first introduced Siniat to the Australian market four years ago and who continues to listen, understand our challenges, and help us grow the brand, is invaluable.”

“Most B2B marketing stops at the business purchase, but it has to go further to include your customer’s customer to create a deeper pull. For Siniat, that means giving architects & designers confidence in compliance and design freedom, giving builders the certainty of one supplier and one warranty, and giving installers faster, easier ways to get the job done. When they all win, developers win too – and that success loops back into growth for Siniat. That’s what ‘The One’ delivers: a promise of peace of mind across the entire chain,” Cush concluded.

The integrated campaign rolls out this week targeting architects, designers, builders, and contractors across both commercial and multi-residential sectors.

• Client – Siniat (Etex Australia)
• Stephanie Olsen – Marketing Manager
• Anna Green – Head of Creative Content
• Damian Hoyle – Digital Marketing Specialist
• Craig Williams – Marketing Specialist
• Mariana Gea Peres – Marketing Coordinator
• IMA B2B
• Simon Gaffney – Creative Director
• Ebru Batik – Senior Client Manager
• Rodica Abdelmessih – Client Support
• Aaron Johns – Studio Team Lead
• Alex Provan – Designer
• Jake Devine – Media Strategy
• Daryl Brown – Video Producer
• Dylan Harrison – Director Jake Cush – Head of Strategy and Chief Commercial Officer