Ultimate are Britain's most successful independent distributor (retail & wholesale) of complete central heating packs, boiler packs, radiators and all manner of plumbing equipment, bathroom suites, chemicals, water softeners and all the bits & bobs that a plumber (or even a 'do-it-yourself' plumber!) would need.

With 7 stores in England and Scotland, Ultimate was founded by Allan Pierce, now well-known as 'Mr Central Heating' with his trademark bear, Bert!

The complete Central Heating & Boiler packs have been (and still are) an immense success both to plumbing suppliers and installation tradesmen (as they can complete a job with exactly the right amount of materials and have no wasted excess stock) and also to the public who can buy exactly the correct materials and tools to handle a successful DIY job.

The ads are very offer-led, with listings of items and prices and are created to do the job (to sell product!) with no frills, yet still designed so that the reader can easily find their way through umpteen elements and endless prices.

The schedule includes the main tabloid publications in England and three in Scotland with a media expenditure heading towards £1M in 2010.

In addition to the National Press, we have, this year, also investigated the use London Papers & magazines, not for the standard plumbing market but for the very stylish, traditional Column Radiators.

We have also looked at Direct Mail and have produced 3 packs targeting plumbers, landlords and owners of boilers over 10 years old.

The content of Ultimate ads changes fairly regularly and it requires a rigid production schedule and constant attention to ensure that publications are running with the correct ads - and at up to £30,000 an insertion we can't afford to get that wrong!