ISI Steel reappoints ComZone Asia

ComZone Asia has retained the ISI Steel account. The Phnom Penh-based independent agency will continue to handle strategic messaging, consumer, media, marketing and PR efforts for the Cambodia’s most prominent steel manufacturing group of companies.

ISI Steel began operations in Phnom Penh back in the year 1997 to address the demand for steel manufacturing materials spurred by the local construction boom. From a handful of family members and staff operating in the founder’s backyard, it soon grew to a conglomerate serving the steel construction needs of the industry ranging from first-time homeowners to mega-property and real estate developers. In barely two decades, the small family operation soon expanded into one of Cambodia’s most diversified corporations covering the building, construction, and technology sectors. With nine group member companies and another nine local and foreign brands in its portfolio, a total workforce of more than (2,000) people, and over (3,000) factories, depots, and outlets spread across the country, the company is now one of the industry’s biggest names.

“Through the years, ISI Steel has continuously proven that first-rate steel products can be manufactured by a homegrown Cambodian company. People trust the ISO-Certified strength and long-lasting durability of our steel. We’ve established that we have good products; we just needed a good way to spread that message across the various industry segments. That’s why we truly appreciate having ComZone Asia on our team. They understand our products, processes, and vision for the market,” said ISI Steel Chief Commercial Officer Vichet Sok. “We are very confident in ComZone Asia’s competence and skills to further expand our market share in the country. With the insights and expertise that they’ve been providing since 2011, there’s no reason why we can’t look beyond our borders and start penetrating the ASEAN region. We’re certain that future goals for 2021 and beyond will be met with their unflagging efforts and support.”

ComZone Asia Group Strategy and Business Lead Jessica Lim, said: “ISI Steel’s management are true visionaries and their long list of accomplishments in such a short span of time is definitely a business phenomenon. It’s difficult to think of another company that has achieved so much in such a brief period and we’re extremely honored to be working closely with them since 2011.” Among the many factors behind the successful partnership, she highlighted trust, support, openness to new ideas, and foresight. “In fact, one of our earliest campaigns for them wouldn’t have been produced without their open-mindedness and willingness to break new ground. We proposed creating a brand mascot for their latest product line ISI Palm. No mascots have ever been used by any steel brand so it was quite out of the blue and revolutionary. The ‘Zinc-Man’ as we initially referred to him was designed and launched in a TV commercial. It quickly proved to be a very memorable character and campaign that easily outshone more established competitors and raised ISI Palm to top-of-mind position in the market. Today the ‘Zinc-Man’ continues to be a key campaign element in representing the higher-grade qualities and superior benefits of the brand. It’s so successful that it was followed by another mascot we affectionately call the ‘Pipe-Man’; he represents the new ISI Pipe and shows every sign of similar success. Clients like ISI Steel are rare and we’re thankful for the opportunity to collaborate with bold thinkers and a partnership that transcends the usual client-agency relationship.”

“Like most businesses, we were largely uncertain of what the past year’s pandemic effects would be. But having a client like ISI Steel provides the indispensable assurance and motivation that an agency needs to prosper. We can assure them that even through these challenging times, they can count on us to ensure that they bounce back even higher from the crisis and that we will continue to be a loyal partner in achieving their 2021 goals,” says ComZone Asia CEO Lundy So. He concluded with the assurance that ISI Steel can rely on the agency’s management and staff to spare no efforts in pushing the steel-maker to even greater heights.