Few companies face a more complex challenge in understanding and managing multi-divisional companies in the context of an overarching corporate communications program than CertainTeed. This major subsidiary of Saint Gobain needed to corral 11 different sub-brands, in 11 different sub-categories of the building products business (from roofing and siding to deck and fencing, insulation and wallboard). Within these disparate units, there are literally hundreds of products and thousands of individual units.

To complicate things further, CertainTeed must reach an intricate mosaic of target audiences - often with wildly different interests and motivations, business models and media orientations.

The answer was to harness the power of the digital medium, the one place where everyone congregates, where CertainTeed could not only present a corporate face to the market, but the faces of all the brands and programs in the family. As the universal gathering place, the new CertainTeed website welcomes consumers, contractors, building suppliers, architects and specifiers, each treated to their individual wants and needs within the context of a total CertainTeed brand experience.