Lafarge taps Colombus to grow its digital footprint in Malaysia

KUALA LUMPUR: Lafarge Malaysia Bhd has named Columbus Agency Malaysia as its Digital Agency of Record.

Following the appointment, Columbus, which is a Dentsu Aegis Network digital marketing agency, will be in charge of Lafarge’s 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 a well known and trusted brand in the construction business.

“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 as connecting with the masses,” said Lafarge Malaysia vice-president of marketing and pricing Tolga Pekel.

Commenting on the appointment, Columbus Malaysia managing director Abdullah Alkury said this was the first time Lafarge had appointed a digital marketing agency and he felt positive about the opportunity to grow the company’s business through the digital platform.

“It’s 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,” he said in a statement recently.

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 is still growing. Its organic post engagements had also been boosted by close to 400 per cent.

“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 with Columbus during this important milestone and we are now looking at sharing these best practices in other markets as well,” said Pekel.

It’s 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.

ABDULLAH ALKURY Columbus Malaysia managing director