Mission critical builders aren’t slowed down by bad supply or suppliers. They’re slowed by a system designed for smaller undertakings.

The construction supply chain as it stands attempts to manage complexity by dividing it. But with the scale America is building at today, division doesn’t reduce complexity, it multiplies it.

Zekelman Industries works differently, bringing together all its companies to give builders, especially of multi-site mission critical projects, a solution with products that meet the moment: domestically produced steel supported with tight logistics, and the conviction required to match the scale of the projects remaking the country.

Zekelman is spreading the word. Already the leading independent steel pipe and tube manufacturer in North America and an innovator in modular design and construction, the company is reaching out to visionary builders everywhere with a new multimedia integrated marketing campaign, Mission Critical.

The new campaign introduces owners, developers, designers and contractors to the breadth of Zekelman’s portfolio and highlights the dedicated Mission Critical team as a single, dependable source for the steel products and in-depth project support their work demands.

Zekelman companies cover a wide variety of project needs, including structural steel, electrical raceways, mechanical piping, and services from engineering support and skid fabrication to nationwide distribution.

Mission critical projects, such as data center and large-scale factory construction, move at a scale and pace that leaves little room for fragmented sourcing or uncertain supply. Zekelman works with customers early to optimize designs and plan for product availability. That involvement is carried through delivery, providing owners and builders a simpler way to manage sourcing and greater confidence as their programs scale.

Media for the messaging includes national television, print, digital and social media. The Mission Critical campaign directly addresses the practical relief that comes from fewer supplier handoffs and simpler sourcing. The campaign theme line “The Future Belongs to the Agile” embraces the challenge to accelerate construction and scale to meet the big challenge.

Individual creative executions invite the audience to join an interactive online experience where they can explore Zekelman products and connect with the company’s Mission Critical team directly. 

Barry Zekelman, executive chairman and CEO of Zekelman Industries, said: “Customers should be able to bring one project to one manufacturing partner and know that the partner can see it through. Our approach, especially for the Mission Critical teams we partner with, makes the full portfolio visible in one place, from hollow structural sections and conduit to fire sprinkler pipe, skid fabrication and engineering support. We can guarantee supply, because we’re the ones who manufacture it. Of course, the bigger the project, the earlier we should talk.”

Rick Sebok, VP and chief marketing officer at Zekelman Industries, added: “Our customers are among the most ambitious and visionary developers. For these teams, the status quo won’t cut it. They think differently, and so do we. With independence comes an ability to do what other companies can’t. We have a nonstop drive for innovating and refining the way we work to support the markets we serve. Our teams thrive on finding unique ways to create and deliver value on every project.”