DECRA Roofing Systems hires SWBR

Picture of a DECRA Roofing Systems' roof

The inventor and leading manufacturer of the stone-coated steel roofing category has hired SWBR to lead digital and traditional advertising and marketing efforts, aiming to make a significant dent in the marketplace.

Headquartered in Corona, Calif., and owned by Fletcher Building of New Zealand, DECRA® Roofing Systems manufactures premium shakes, tiles and shingles that protect homes and light commercial buildings from damaging weather, including hail and high winds. They’re tough, but look good, too.

Or, as the company likes to say, DECRA “has been providing ageless beauty, superior performance and lasting durability since 1957.”

Seeking a bolder and more aggressive approach to advertising and marketing efforts, DECRA approached us to solve some specific challenges, which is a favorite past time of ours.

One of our first assignments for the B2B/B2C account: an integrated campaign that launched May 1 with the unveiling of, a responsive landing page featuring roofing products, frequently asked questions and a headline-worthy rebate offer. We developed messaging and creative, hammering home DECRA’s high-quality stone-coating steel roofing and the homeowner rebate incentive.

And there’s more to come, as we’ll be taking the DECRA brand to even greater heights over the course of 2017.



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Ernie Thomas



Advertising is in Ernie’s DNA as he’s a third-generation family member to join the business his late grandfather founded. With that pedigree comes an almost six sense of identifying the “it factor” needed to create campaigns that spark customers to action. Ernie (or ET) uses his outgoing personality to connect with clients to build strong collaborative relationships. He digs deep to uncover new opportunities that will make a measurable difference for each client’s business. A graduate of Eastern University and Saint Joseph’s University (MBA), he has the book smarts and experience to elevate brand communications with strategies that challenge the status quo. He’s always guiding Team SWBR toward the correct target audiences, smartest campaign messages, right digital channels and best traditional tactics suited to boost sales.

When he’s not working, Ernie enjoys spending time with his wife and daughter. He’s also an avid golfer still searching for his first hole-in-one.