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materials & finishes show 2026

17 - 19 May 2026
NEC, Birmingham



31 May 2023

DigitalKOG Assists In Reimagining Of Celebrated Trade Show

Global events company, Montgomery Group, has nominated DigitalKOG, the Preston-based creative, branding, and marketing agency, to oversee the rebranding and digital marketing for one of its many market-leading trade shows.

Formerly known as W Exhibition, the UK’s flagship event for the furniture manufacturing and joinery industries has been relaunched as Materials & Finishes Show (MAFS), scheduled to be held at Birmingham’s NEC from 19 - 22 May 2024.

The show’s original proposition, established back in 1974, has been adapted by Montgomery Group to meet the changing needs of the market and convey how much the event has evolved. From its predominant focus as a woodworking machinery exhibition, it’s expanded into a platform for manufacturers, processors, and installers to observe the full range of technology and materials for industrial woodworking.

This demanded the development of a new visual brand identity, new slogan, and fresh creative concepts to establish a look and feel for the reimagined show across print and digital marketing that resonates with exhibitor and visitor audiences.

DigitalKOG’s profound experience and prior accomplishments in trade show creative and promotion for other high-profile industry exhibitions, including FIT Show, Surface Design Show, and The Evening Standard’s SME XPO, helped the agency earn the assignment.

Its creative experts have crafted a brand identity for MAFS that brings the show’s purpose to life, tells its story clearly and consistently, distinguishes it from competing shows, and looks to usher in a wave of anticipation within the targeted industries.

Building on the rich heritage of W Exhibition, the new branding references the broadened show proposition - a variation of materials brought together under one roof.  The segmented elements of the ‘logomark’ are inspired by the show’s purpose of connecting core materials from every angle of the industry.

It also denotes the show’s role as a partner and catalyst for initiating positive business growth and new connections.

A cross-channel social advertising campaign is now being employed to escalate awareness of MAFS to exhibitors and visitors and encourage their participation.

David Todd, Event Director of MAFS, said: “We’ve worked with the team at DigitalKOG in both a creative and digital marketing capacity on our other shows within the Design & Build Division at Montgomery Group, which made them a natural choice to partner with for the relaunch of W Exhibition as Materials & Finishes Show.

“The brand they have developed completely hit the brief in terms of re-establishing the reimagined show concept, as well as futureproofing it to incorporate the new segments we intend to target. We’re excited to work with them over the coming months as we work to deliver a first class event for our community.”

DigitalKOG’s Managing Director, Steven Ormand, added: “Being named as agency partner for Materials & Finishes Show underlines our best-in-class digital marketing and branding output for the events industry.

“We have worked really hard to cultivate an identity that embodies the ethos of the event and will capture the attention and imagination of key decision-makers in all relevant industries.

“In collaboration with Montgomery Group’s in-house team, we intend to make the transition from W Exhibition to Material & Finishes Show a resounding success.”



Notes to Editors.
About DigitalKOG:

At DigitalKOG, we help results-driven businesses to maximise the revenue generated from their online budget by cutting through the confusing metrics and channels to simplify their digital strategy around the only statistic that truly matters – leads.

Headquartered in Preston and with a Online Lead Management & Research Facility (LEADOLOGY™ Centre) in Newcastle, our partner clients include the Conservatory Outlet Network and its 29 UK Dealerships, Lakeland Verandahs, FIT Show and Avanti Kitchens.

For press enquiries, please contact:

Tarriq Ibrahim, Copywriter:

Tel. 01772 269940


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Materials & Finishes Show 2024 is now finished

After four busy days, the doors to Materials & Finishes Show 2024 are now closed. We look forward to welcoming you back in 2026!