Flute Office appoints L3 to offline, digital and social media marketing brief
Sustainable office furniture pioneer Flute Office has made its first agency appointment as it prepares for international expansion.
The company, creator of the award-winning FlutePRO workstation made of highly engineered recycled paper has selected L3 Creative to deliver their offline marketing, digital and social media brief.The move comes as Flute makes preparations to scale its proven UK design and manufacturing operation and open exhibition spaces in Germany, The Netherlands and Australia.
Founded by entrepreneurs Rod Fountain and Mary Dorrington Ward, Flute’s innovative paper desks are now being used by more than 200 companies in the UK and Europe including BSkyB, Hearst Magazines, Centaur Communications, Costa Coffee, Tribal DDB, and Deloitte. The Furniture Industry Research Association has honoured the company with its prestigious innovation award.
The founders sold their traditional office furniture business in 2008 to focus on developing a new business model fit for the emerging circular economy and the rapidly changing needs of business customers. “More than 1.2 million desks go to landfill every year in the UK,” said Fountain. “We realised that what we used to sell – expensive, heavy, inflexible, unsustainable furniture – was not going to survive the rapid changes in business and working culture.”
L3, an event, exhibitions and brand marketing agency founded by Steve Comerford and Kevin Mullane in 2011, has been selected to develop and execute Flute’s marketing strategy. The complex brief gives L3 overall responsibility for the brand’s online communications and social media strategy including the design and fit out of customer experience spaces in the three overseas markets.
“It is a fantastic opportunity to help create a global brand that can transform the staid office furniture market that has been slow to embrace the challenges of the circular economy,” said Comerford. “We are delighted to be working with such an exciting challenger brand.”
Said Fountain: “We are a rapidly growing disruptive business in a confused and over-supplied market. Steve and his team have an unusual combination of skills and experience that will give us the marketing edge we need to take us to the next level.”
Steve@wearel3.com 020 7739 1300020 7739 1300
Flute Office Website: www.fluteoffice.com