Zekelman Industries, Chicago, IL, said to be the nation's largest independent steel pipe and tube manufacturer, has launched a new integrated marketing campaign: “Mission Critical.”

The new campaign introduces owners, developers, designers and contractors to the breadth of Zekelman’s portfolio and promotes the 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 leave 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.

The campaign media 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 tagline “The Future Belongs to the Agile” embraces the challenge to accelerate construction and scale to meet the big challenge. Creative executions direct the audience to an interactive online experience where they can explore Zekelman products and connect with the company’s team directly.

“Customers should be able to bring one project to one manufacturing partner and know that the partner can see it through,” said Barry Zekelman, executive chairman and CEO of Zekelman Industries, in the press release. “Mission Critical makes the full portfolio visible in one place, from hollow structural sections and conduit to fire sprinkler pipe, skid fabrication and engineering support. The bigger the project, the earlier we should talk.”

Zekelman’s family of operating companies include Atlas Tube, Picoma, Sharon Tube, Wheatland Tube, Western Tube, and Z Modular. The company has 17 manufacturing locations and 3,300-plus employees across North America. It manufactures hollow structural sections (HSS) and steel pipe, electrical conduit and elbows, couplings and nipples.