Construction firm Fajarbaru picks agency to aid 'refreshed presentation' of brand

Construction company Fajarbaru Builder Group has appointed Be Strategic to handle content and communications across its newly established digital platforms for 12 months, following a pitch held in February. This comes as the company aims to establish "a renewed and refreshed presentation of the brand" in the post-Movement Control Order landscape.

In a statement to A+M, Fajarbaru's spokesperson said its scope of work includes managing and curating content for all of Fajarbaru’s newly-established digital assets including Facebook, Instagram and LinkedIn. Be Strategic is the first agency to be granted this remit as the digital transformation is a first-time initiative by Fajarbaru.

"While the essence of the brand itself remains unchanged, the digital transformation is part of the company’s efforts to align itself with future-proof plans that will allow us to grow with our stakeholders, customers and employees. We realise the importance of digital communication, and this is our first step in growing and adapting to move forward," the spokesperson said.

The spokesperson explained that in this initial stage, the company plans to use its social media pages to establish a firm digital foundation. Moving forward, it hopes to utilise these pages as a more effective communication and business tool to improve and grow the brand, as well as better connect with its customers in this post-COVID19 landscape.

"The social media pages are our first steps into a becoming a more digitally-centric brand, with the vision to create new possibilities for our businesses, brands, and developments – and to increase productivity, achieve greater scale, and more importantly, serve our customers better," the spokesperson added.

Founded in 1976, Fajarbaru began as a turnkey contractor undertaking civil and infrastructure works as well as construction. Some of its notable projects include the Low-Cost Carrier Terminal, Gleneagles Hospital Ampang, Kelana Jaya LRT Station, and Double Track Seremban - Gemas. Its group executive director, Eric Kuan, said in a time where its customers are adapting to a more domestic lifestyle to help curb the spread of COVID-19, it is also adapting to accommodate them, while keeping them informed and engaged with Fajarbaru as a brand.

"Be Strategic has a proven track record as an agency that is both strategic and creative in thinking and executing, and we look forward to working with them very closely,” Kuan added. He also said that the social media pages are its first steps towards becoming a more digitally-centric brand.

Be Strategic's creative director, Dan Iskandar, said the partnership marks a new phase in Fajarbaru’s marketing transformation journey and the agency is excited to be a part of it. "To be their chosen partner demonstrates the strength of our companies, our flexibility and adaptability. We look forward to work closely with Fajarbaru to help them transform their communications platforms and achieve their business goals," he added. Among the list of Be Strategic's clients include Gamuda Land, Lazada Malaysia, Quill Automobiles, and Castrol Malaysia, among others.

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