BAM says construction professionals deserve more recognition for their management skills as it launches two-week City ad campaign on the London Underground.

One of Britain's largest construction and property brands – BAM - is launching its first ever advertising campaign, taking over every carriage on London's Waterloo and City London Underground tube line.

The company is behind projects across the country including the Olympics, signature buildings for blue-chip clients such as Network Rail, Imperial Tobacco the Co-operative Group and Rolls Royce, and is a leading contractor in health, education and civil engineering.

The eight different but linked adverts will dominate all the carriages for two weeks, and concentrate on the benefits of good buildings for business and society.

The Waterloo and City line has around 2.5million users during that period, including many decision makers in the property market.

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Graham Cash, Chief Executive of BAM Construct UK, said: "We did some very probing customer research. Our customers told us two striking things. One is that BAM listened and understood them better than any other construction business, and secondly, they wanted to hear more from us.

"That's why we’ve taken the rare step of talking directly to people and not to businesses. Our adverts reflect our customer-focus and that we understand that what we do enables our customers to do their business better and has impact on people's lives."

BAM’s UK roots date back to the 1860s. Its parent, Royal BAM Group, is behind projects like the new headquarters for NATO and the most recent football world cup final stadium (Soccer City, Johannesburg). In the UK BAM has been appearing towards the top of lists for the greenest companies and those which are best to work for. Its current projects in London alone include several works at the Olympics, the new mezzanine at Waterloo station and a new children’s wing for Great Ormond Street Hospital.

Mr Cash added: "There is an irony in reaching this influential commuter audience. Construction professionals are perhaps the most under-valued managers in the UK. They manage a huge amount of risk, some awesome budgets and financial margins, and have to have skills to deal with people, project management and technical matters. The construction sector's contribution to our economy is very significant but very under-recognised.

"Every pound invested in construction generates about three pounds of wider economic activity, giving Britain the social and economic infrastructure it needs to succeed."

(CD/GK)