ASIA-PACIFIC – JAKARTA, INDONESIA, APRIL 16, 2012: XM Asia Pacific’s newly-acquired Indonesian unit, XM Gravity, has been named digital Agency of Record for PT. XL Axiata Tbk, the country’s third-largest telecommunications company. This win is the first since XM Asia Pacific bought XM Gravity in March.
Indonesia is one of the largest social media markets in the world, and is Facebook’s third largest market, after the U.S. and India. While PC ownership is still in the growth phase, millions of Indonesians use their mobile phones to access social media sites. The penetration rate of both mobile phones and 3G in Indonesia is extremely high, and outstrips both China and India. Indonesia is also one of the fastest-growing advertising markets. The country will be the fifth largest contributor of new advertising expenditure in the world this year, according to MindShare.
“XL has full confidence that XM Gravity, together with XL’s Digital Marketing team, will change the marketing landscape in Indonesia, which is fast becoming more digital and more mobile,” Tommy Wattimena, senior vice-president for Brand & Marketing PT. XL Axiata Tbk.
XM Gravity, which was founded in 2008 as Magnivate, develops internet, mobile and social media campaigns for a notable roster of clients, including Danone, Unilever, Frisian Flag, Samsung and Indofood. XM Asia Pacific, which is the largest digital agency in Singapore, has operations in Indonesia, Malaysia and Hong Kong.
