Casey Ingle brings entertaining style to Owens Corning’s B2B marketing

Casey Ingle is deconstructing a nearly 90-year-old company, and a business far older. Ingle is director of brand strategy and customer experience for Owens Corning, a business-to-business marketer that develops and produces building materials such as roofing, insulation and fiberglass products. Over his seven years as the company’s brand leader, Ingle has restructured how Owens Corning speaks to its consumer, down to industry jargon. See all of Ad Age’s Breakout Brand Leaders here For example, certain fiberglass building materials such as those used to construct the facing of ceiling panels are part of a category called nonwovens, so named because they’re no longer woven as they were originally. But naming products for what they aren’t didn’t make sense to Ingle, who worked with agency Lafayette American to develop a new identity for Owens Corning’s products based on their strengths. The creative brief from Ingle focused on challenging tradition: “Get my boss fired,” Ingle wrote, according to Lafayette American. The company’s new descriptor for its fiberglass products became Glas-Powered. The campaign also shook up Owens Corning’s B2B approach with an entertaining style and layman-friendly descriptions. The refreshed marketing for Pinkbar and WearDeck has since expanded internationally, and Owens Corning plans to build new production plants for the products due to high demand for each. Which entrepreneur do you admire the most and why? André Hueston Mack of Maison Noir Wines. Uncompromised authenticity, unassuming approachability, 100% for the culture. André is not just a winemaker, sommelier and restaurateur, he’s a true purveyor of good times, a father creating a legacy and a welcome mat for all people to the world of food and wine. He makes the complex simple and inviting and brings an experience forward in all he does. What’s currently on your bedside reading list? “The Creative Act: A Way of Being” by Rick Rubin. “Life Doesn’t Frighten Me” by Maya Angelou [with art] by Jean-Michel Basquiat. And “Undistracted” by Bob Goff. What is the best career advice you’ve gotten? “A piece of your heart can be as impactful as a piece of your mind.” —Saga Shoffner Name one brand, other than the one you work for, that you admire. The Smile Brand from Phillip Simpson. While I love The Smile Brand and the mission that Phil brings to everything he puts his hands on, my admiration is deeper and more complex. His brand is bigger than stuff, things or content—it’s a POV, still evolving and far from complete, perhaps not even really started. Unapologetically approachable with equal parts kindness, curiosity and street cred. One day he’ll figure out the end game. In the meantime, we’ll all beam an inspired smile as we watch it unfold. What is your secret weapon for business success? Think big, start small, go fast. See all of Ad Age’s Breakout Brand Leaders here

Casey Ingle brings entertaining style to Owens Corning’s B2B marketing

Featured Stories