Chapter 04 · Metrocem Group
Industrial brand, national stage.
Repositioned a cement brand as a public-policy thought leader on national television.
Scope, role, and timeframe.
ClientMetrocem Group
SectorBuilding materials
Timeframe2020 — 2022
ScopeBuilding materials · national TV
RoleGroup Marketing Lead
OutcomeMetrocem To The Point became one of Channel i's highest-rated properties during its run.
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 the work produced.
3 seasonsShow tenure
on Channel i
1.8M+Average episode reach
Channel i evening slot
3.4xPR value generated
vs. equivalent paid media spend
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.
Where this work continues.
- 90-Day Growth Sprint — A scoped, measurable brand transformation in one quarter.
- Fractional CMO — Senior marketing leadership in the chair, without the full-time hire.