Industrial brand, national stage.

The situation.

Metrocem is a cement brand — a category where the consumer is rarely the buyer and the brand usually lives in trade marketing. The brief was to put the brand on a national stage without paying the awareness tax of a consumer brand.

The decision.

Build a public-policy talk show rather than a brand campaign. The decision was to position Metrocem as a thought leader by owning the format, not by buying the airtime.

The execution.

• Created and produced Metrocem To The Point on Channel i
• Built a recurring editorial calendar around national policy debates
• Aligned the trade marketing programme with the show's editorial agenda

What transferred.

The principle that a B2B or industrial brand can be built through editorial ownership rather than media spend. The same logic later shaped the Betopia Group corporate-publishing strategy.