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AWMS wins award for ‘Best Product Launch’ at CMAs

Alumasc Water Management Systems (AWMS) has won the award for ‘Best Product Launch’ with Filcoten® at the recent Construction Marketing Awards (CMA).

MRA Marketing and AWMS with their award.
MRA Marketing and AWMS with their award.

Working closely with MRA Marketing, the award-winning campaign focuses on Filcoten as the first lightweight high performance concrete channel drainage system that is redefining the market for advanced concrete-based products. The judges were impressed by the “simple, but effective integrated campaign, with strong objectives that were clearly exceeded. Good ROI, good SMART objectives, and a truly innovative product”.


AWMS launched Filcoten last year through Gatic Civil Drainage – a global leader in engineered surface water drainage and one of AWMS’ four trusted brands in integrated water management solutions. Filcoten is an innovative concrete channel drainage system which pioneers the use of breakthrough-material technology. The campaign emphasises Filcoten’s unique benefits – 70% lighter than conventional concrete; double flexural strength; more durable and robust; and more environmentally friendly than polymer and fibre reinforced concretes.


MRA Marketing has been driving a strategic and integrated marketing campaign to raise awareness of Filcoten and its benefits to builders’ merchants, contractors and specifiers. Since its launch 12 months ago, Filcoten has been specified and installed in significant projects such as Carlisle Lake District Airport and the Public Realm regeneration project in Hull.


AWMS Managing Director Steve Durdant-Hollamby comments: “We’re extremely pleased to have achieved the accolade of ‘Best Product Launch’ with Filcoten. The whole team has worked extremely hard to raise awareness and push the benefits of a truly unique product. It’s a significant milestone in such a short period of time since its launch.”


The award was presented at a black-tie Gala Dinner at the Radisson Blu in London on 1st December.  For more information on Filcoten visit www.gatic.com.

About Fiona Russell-Horne

Fiona Russell-Horne
Group Managing Editor across the BMJ portfolio.

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