Building a global following for Posi-Joist

Different markets, different reasons to believe

MiTek’s Posi-Joist combines the strength of steel with the lightness and flexibility of timber. It is a well-established product, but across Europe, Africa and beyond, levels of awareness and adoption varied.

Each region had its own challenges and opportunities. In Sweden, the conversation was shaped by acoustic and fire safety requirements. In France, the market was still heavily influenced by concrete construction. In the UK, the focus was moving towards future homes standards, off-site construction and more efficient ways to build.

The challenge was to position Posi-Joist as a smarter, more sustainable choice for modern housebuilding, while making sure the story felt relevant in each market.

One product story, tailored for each region

Working closely with MiTek’s EMEA marketing team, we developed a multi-country product marketing campaign that combined market insight, content strategy and thought leadership.

We started by understanding the priorities of each region: the regulations, construction culture, buyer mindset and the questions being asked by housebuilders, manufacturers and specifiers.

From there, we created tailored stories and campaigns that worked locally, while still reinforcing a clear and consistent MiTek message across EMEA.

This included:

Market-specific storytelling focused on fire and acoustic performance in Sweden, off-site efficiency in the UK, and sustainability benefits in France and South Africa.
Feature articles and case studies showcasing local success stories, from Bellway’s Future Home in the UK to residential projects across Europe.
Video and social content using YouTube series, interviews and short-form stories to bring engineers, designers and builders into the conversation.
Client and community engagement highlighting real users and industry advocates to build relationships and strengthen trust in the product.

From product awareness to market confidence

The campaign helped expand Posi-Joist’s reach and strengthen MiTek’s position as a voice in modern methods of construction across EMEA.

It helped:

Increase visibility among housebuilders, timber-frame manufacturers and specifiers.
Strengthen relationships with clients through more relevant, regional storytelling.
Create a more consistent MiTek voice across multiple countries and languages.
Support wider awareness and adoption of Posi-Joist in key target markets.

The result was a campaign that positioned Posi-Joist as more than a product. It became part of a wider conversation about smarter, more sustainable and more efficient housebuilding across Europe and beyond.

What people are saying

“Operating across EMEA presents remarkable opportunities, yet it also entails the challenge of delivering consistent communication to diverse markets. MacbethLankester demonstrates a deep understanding of multi-country B2B marketing, enabling us to articulate a cohesive MiTek narrative while honouring local nuances and customer requirements. Their expertise has played a pivotal role in enhancing our brand positioning and fostering enduring client relationships throughout the region.”

Hennie Viljoen , EMEA Marketing Manager, MiTek
“My team and I had the pleasure of working with Alex and his team for many years. We could always count on them and their results. No matter the topic, they constantly delivered superb results for our websites and many more publications. Beyond that, their team are a true joy to work with.”

Julia Dietlinger , BayWa r.e Team Lead Web & Applications
“We’re incredibly proud of the work we do to champion construction across the South West. With Macbeth Lankester’s marketing expertise, we can focus our time on what matters most — supporting our members, delivering valuable events, while ensuring our insight and impact are shared more widely across the sector.”

Kevin Harris , CEO of CESW
“Macbeth Lankester were instrumental in Bellrock’s repositioning and brand refresh, bringing deep sector insight, pragmatic marcomms expertise and a genuinely collaborative approach. Working as an extension of our team, they helped us to clarify our story, elevate our content and engage with customers more meaningfully during a critical period of growth.”

Gemma Williams , Head of Marketing and Communications, Bellrock Group
“I’ve worked with Macbeth Lankester across both John Rowan and Partners and Bellrock Consulting, and they’ve been a constant source of strategic insight and creative energy.

Their ability to think ahead, adapt quickly, and bring clarity to complex messages has made them a genuinely valued part of the team. They don’t just deliver great communications — they help shape the direction of the business.”

Gurpal Virdee , Managing Director, Bellrock Consulting
“I’ve worked with Macbeth Lankester for ten years, and in that time they’ve become much more than a PR and marketing agency, they’ve been genuine partners, helping to shape the John Rowan and Partners brand and helping us stand out in a competitive London market. From award wins and national coverage to creative campaigns and personal brand development, their support has been first-class.”

Mash Halai , Chairman, John Rowan and Partners