Castrol Malaysia picks PR agency

Industrial and automotive lubricants company Castrol Malaysia has appointed Be Strategic to manage and execute its PR campaigns for 2018. The agency will also be responsible for building deeper and more meaningful media relations among automotive and business media. Be Strategic was appointed due to the effective communications and stakeholder engagement work done for Castrol's inaugural Car Mechanic Contest in 2017.

In a statement to A+M, Be Strategic's spokesperson said no time limit is set on the appointment and there was no pitch for the account. Work is currently underway and the next project will be launched at the end of July.

Keow Mei-Shan, marketing director, Castrol Malaysia and Singapore, said it is the intention of Castrol Malaysia to be more active in its communications activities for this market. "Be Strategic has clearly demonstrated to us that they are an agency that is both creative and strategic in their thinking and through-the-line execution. We look forward to working closer with them in 2018," she added.

Meanwhile, Ashvin Anamalai, chief strategist, Be Strategic, added that its core team is "highly experienced" in their respective communications and marketing fields. "By working together as one cohesive unit focused on getting the most effective business outcomes for our clients, we have provided not only unique marketing insights and communications campaigns to Castrol Malaysia, but effective and memorable ones as well," he said.

Among the list of Be Strategic's clients include Quill Automobiles, Gamuda Land, UDA Land and Kuala Lumpur City Hall, among others. In May, the agency named Dan Iskandar to the newly created role of creative strategist, overseeing creative content and influence programmes for clients, integrating both online and offline channels.