Lafarge Malaysia appoints Columbus

Columbus Agency Malaysia has been named Digital Agency of Record for Lafarge Malaysia Berhad, a blue-chip company in the Malaysian construction industry.

Following the appointment, Columbus, which is a Dentsu Aegis Network digital marketing agency, is tasked with social media management, digital media planning and buying, as well as website development and maintenance, effective immediately.

“Having been in Malaysia for more than 60 years, Lafarge is indeed a well-known, trusted brand within the construction businesses. On the back of this success and as we continue to grow our business, we are diversifying and expanding into the consumer segment. So we are looking into refreshing the brand as well to connect with the masses,” said Tolga Pekel, Vice President of Marketing and Pricing, Lafarge Malaysia.

“Columbus has demonstrated its digital capabilities that resonate well with Lafarge’s vision. They went out of their way to conceptualise creative content, presented an original and exciting idea – in particular the colourful cement and concrete truck design project that was rolled out to spread happiness around the city as part of Lafarge’s Happiness in the City campaign – and how they amplified that creativity through the effective use of digital. ” he added. 

Commenting on the appointment, Abdullah Alkury, Managing Director, Columbus Malaysia (pictured) says, “This is the first-time ever Lafarge has appointed a digital marketing agency and we are honoured to be given this opportunity to grow their business through digital. It’s also encouraging to see companies that do not typically invest in digital pushing the boundaries and embracing it after learning what digital can do for them.”

“Technology is totally reshaping the environment that brands and people live in. In today’s digital economy, an effective marketing mix involves a digital strategy that consists of solid content and compelling storytelling, especially if you want to capture the masses. So we are moving in this direction together with Lafarge, and I believe we are aligned in our drive to win in the digital economy,” Abdullah explained.

Lafarge first collaborated with Columbus earlier this year as part of its effort to expand the company’s digital footprint. In just two months, Lafarge’s Facebook followers outgrew the annual target of 7,000 fans. Currently, it has passed the 20,000 mark and still growing. Its organic post engagements had also boosted by close to 400%.

“We are proud to be the first market, out of 80 countries that Lafarge is present in, to expand our digital footprint exponentially, and we’re reaping benefits from our online presence. We are pleased to partner Columbus during this important milestone and we are now looking at sharing these best practices with other markets as well,” Pekel shared. 

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