Celebrating client success through storytelling

MiTek Aspire: turning client stories into powerful marketing

Putting customers at the centre

MiTek wanted to move its marketing beyond traditional product-led content.

Its communications were already strong on technical detail and expertise, but there was an opportunity to bring out more of the human side of the business. Behind every design tool, software platform and technical solution were the manufacturers, housebuilders and partners using MiTek’s technology to grow their businesses and deliver better projects.

The aim was to reposition MiTek’s brand around the success of its customers, showing the real impact of its work through the people and businesses that rely on it every day.

Turning interviews into stories

Working closely with MiTek’s marketing team, we developed Aspire, a storytelling campaign built around the people, partnerships and progress shaping modern construction.

Each story began with in-depth interviews with MiTek customers. We explored how their businesses started, how they had grown, the challenges they had faced, and the role MiTek’s tools, technology and support had played along the way.

From there, we created a series of written stories, supported by photography and film, that put MiTek’s customers at the heart of the campaign.

The stories were published across MiTek’s UK and US websites and LinkedIn channels, featuring businesses including Pasquill, part of Saint-Gobain, DWB Roof Truss, Frame Homes, ETS, Croudace Homes and Barratt Developments.

A campaign people wanted to be part of

Aspire became one of MiTek’s most successful storytelling campaigns, giving the business a more human way to talk about its impact. The campaign helped deepen relationships with existing customers and created new interest from partners who wanted to share their own stories.

It also gave MiTek a softer, more relationship-led tone, showing the business not just as a technology provider, but as a long-term partner in its customers’ success. The result was a series of real-world stories celebrating innovation, loyalty and shared progress across the construction technology sector.

Stories from the campaign

Each film focused on a different customer story, giving MiTek a richer way to show how its technology and support are used in real businesses, on real projects, every day.

Pasquill / Saint-Gobain
A story about scale, technical expertise and the value of a long-standing partnership.

DWB Roof Truss
A manufacturer’s story of growth, ambition and the role of MiTek’s software and support.

Frame Homes
A look at how trust, technology and collaboration help shape better ways of working.

Croudace Homes
A housebuilder story showing how MiTek supports design, delivery and long-term collaboration.

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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