An agency born out of the media – A fresh approach to communications in the construction industry

Communication in the construction industry has reached a turning point – this was the topic discussed by Péter Kincses in his presentation at the ÉVOSZ Media Department marketing communications conference, where he also presented the launch of BC Comm.

According to the expert, a situation has arisen in the industry that has brought new challenges to day-to-day work, and he is convinced that communication within the construction sector is facing one of its greatest tests in recent times.

„A positive perception of the construction industry is key, and now is the time for us to pull together”

– he said in his opening remarks.

The ÉVOSZ Media Department organised for the third time, the key takeaways from the construction industry marketing communications conference in our previous article. 

Péter Kincses is the head of BC Comm, head of sales and business development for Magyar Építők, chair of the Media Division of ÉVOSZ, and chief organiser of Duna Group Szabadegyetem; he is also responsible for the launch of the Tokajland media platform, which focuses on promoting the economic and cultural values of the Tokaj Wine Region.

Building on a decade of experience

Communication in the construction industry has reached a turning point – this was clearly demonstrated by Péter Kincses’s presentation, in which he outlined the establishment of BC Comm. The new, 360-degree marketing communications agency is not merely a service provider in the market, but a champion of a shift in mindset: that of conscious, systematic communication.

BC Comm did not start from scratch. It is built on more than a decade of professional experience, a network of contacts and a foundation of trust. Over the years, the team has gradually moved beyond traditional media operations.

Changes in market demands – a shift from simple presentations towards a need for complex thinking – naturally led the team towards an integrated communication model.

What does 360-degree communication mean?

At the heart of BC Comm’s philosophy lies the belief that communication is not a one-off campaign, but a fundamental operating principle.

„For us, the system means that we don’t communicate when something happens; rather, things happen because we communicate”

 – Péter Kincses pointed out.

This approach is based on the coordination of three key elements:

• strategy,
• content creation,
• distribution.

On their own, they are not effective, but together they can generate real market visibility.

What makes BC Comm special?

The agency’s greatest strength lies in its deep industry roots and practical experience. This is not an outsider, but a team that understands the inner workings, challenges and communication sensitivities of the construction industry from the inside.

This is unique in several respects, as

• in-depth industry knowledge,
• existing relationships of trust,
• in-house production capacity (video, photography, content),
• and results in complex, in-house solutions.

„You cannot find the same level of expertise in-house as you can by bringing it in from the market,” said Péter Kincses, explaining why there is a need for external, specialist agencies.

Who is it for?

BC Comm primarily offers solutions for players in the construction industry, but not exclusively for them.

It can be particularly helpful

• contractors and main contractors,
• for developers and investors,
• to industry service providers,
• as well as stakeholders in public and infrastructure projects.

It may be particularly valuable for companies that

• they carry out complex projects,
• they work with long production cycles,
• with several stakeholders (the parties involved in a particular project) communicate,
• and they would like to strengthen their professional brand.

Video as a strategic tool

During the presentation, Viktor Kércz, head of the visual team, spoke specifically about the role of video content.

„This is no longer just a marketing tool, but a carefully designed communication tool,” he said. In his view, video is particularly important in the construction industry because

• makes complex processes easy to understand,
• increases public acceptance of projects,
• promotes transparency
• and creates a knowledge base that can be archived for the long term.

„What we document well becomes valuable in the long run”

 – emphasised Viktor Kércz.

Quality over algorithms

One of BC Comm’s key messages is that content creation is not a question of quantity.

„We don’t make videos just because the algorithms encourage it,” said Viktor Kércz. „If we produce empty content, we won’t achieve anything.”

This approach is particularly important in an industry where credibility and professionalism are fundamental requirements.

A generational shift and a move towards greater openness in communication

The generational shift currently taking place in the industry is also benefiting BC Comm’s operations. The new generation of managers is increasingly open to conscious communication and a personal presence.

„Managers are also increasingly speaking out and communicating; this is a clear trend,” said Péter Kincses.

This not only improves companies’ reputation, but also gives them a competitive edge in the labour market.

More than just an agency – a partner in thinking

BC Comm does not wish to act merely as an executor, but as a strategic partner. The aim is not to produce more content, but to

• be more mindful of the present moment,
• coordinated systems should be established
• and produce measurable results.

The beginning of a new era

The launch of Building Connections clearly demonstrates that communication in the construction industry has reached a new level. Visibility is no longer a matter of chance, but the result of conscious decisions and strategic planning. As Péter Kincses put it:

„Visibility is not a matter of luck, but a matter of choice.”

BC Comm, meanwhile, offers industry players one of the strongest professional foundations for this decision.