B2B • manufacturing, Podcast development
wienerberger
Developing a podcast to amplify conversations on compliance
MISSION:
Our original brief from wienerberger - a national building products manufacturer - was to help elevate brand awareness and shift perceptions within the architects space. This saw us design a PR campaign around the Cost of Compliance, driven by a thought-provoking whitepaper that revealed the impact of increasing regulation on architects.
With more than 1,500 downloads, the whitepaper demonstrated the relevance of the issue among our target audience. We saw significant scope to build on the momentum of the campaign, and delve further into the challenges around compliance.
To continue the conversation, we developed the whitepaper research into a six-part podcast series - allowing us to continue building brand trust, re-engage with architects, and amplify the original campaign investment.
PR Approach:
The whitepaper offered practical recommendations around greater product transparency, earlier manufacturer engagement, and simplified specification support to help ease the burden of compliance for architects – and these themes provided a clear content framework for the accompanying podcast series.
Ahead of launch, our work included editorial planning and episode ideation, ensuring the conversations were relevant and engaging to our core audience. We then identified and secured credible industry voices who could bring these discussions to life – offering new and unique perspectives and advice around regulation and compliance. With podcast episode outlines developed, guests were given in-depth briefing sessions ahead of recording, while we also prepared supporting content – including scripted intros and outros, episode summaries for the podcast host pages, and guest bios.
Building For What’s Next launched in September 2026, bringing together architects, technical experts, and industry voices to explore some of the biggest questions emerging from the regulatory landscape. With new episodes dropping weekly, contributors include representatives from the Code for Construction Product Information (CCPI), the Architectural Technical Leads Group (ATLG), the Association of Building Control Approvers (ABCA), and Birmingham City University.
To support the podcast launch, we issued a press release to relevant trade bodies and media outlets, further positioning wienerberger as a trusted and authoritative voice at the forefront of this important industry conversation.
Results:
Compared to the median podcast launch (top 50%), which has 27 downloads in its first seven days, the debut episode of Building for What’s Next attracted over 200 listens in its first week.
This strategic thought-leadership campaign leveraged new independent research into a long-term content platform that continues to deliver repeated brand interactions.
By identifying a genuine customer concern, and delivering bespoke content across multiple platforms that is timely and relevant, our development and production of this podcast series has further strengthened wienerberger’s relationship with architects and repositioned the brand from commodity supplier to trusted industry partner.
