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Zekelman Industries said September 9, 2026, that it has launched a new integrated marketing campaign aimed at simplifying sourcing for mission critical construction work, including data centers and large-scale factory projects.
The Chicago-based company said the campaign, called Mission Critical, is designed to present owners, developers, designers and contractors with a single source for steel products and project support. According to the company, its portfolio spans structural steel, electrical raceways, mechanical piping, and services including engineering support, skid fabrication and nationwide distribution.
The company said mission critical projects move at a scale and pace that leave little room for fragmented sourcing or uncertain supply. It said it works with customers early to optimize designs and plan for product availability, and that this involvement continues through delivery to give owners and builders a simpler way to manage sourcing as programs scale.
Barry Zekelman, Executive Chairman and CEO of Zekelman Industries, said the effort is intended to make the company’s offerings easier to see in one place.
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"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. "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 said the campaign will run across national television, print, digital and social media. It said the messaging focuses on reducing supplier handoffs and simplifying sourcing, using the tagline "The Future Belongs to the Agile."
The company describes itself as a family of operating companies that includes Atlas Tube, Picoma, Sharon Tube, Wheatland Tube, Western Tube, and Z Modular. It said it has 17 manufacturing locations and 3,300+ teammates across North America.
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