ASIA-PACIFIC – JAKARTA, INDONESIA, JANUARY 19, 2012: The team-up of Y&R and The Campaign Palace Jakarta received the nod from Softex Indonesia, and has been named joint agency of record after a three-way pitch against Grey Indonesia and incumbent agency BBDO.
Softex, established in 1974, specializes in female, baby, and elderly care products. Y&R and The Campaign Palace has been assigned to work on all five Softex brands – Softex, V-Class, Sweety, Confidence and Softies – and will begin work immediately.
“We are confident that our partnership with Y&R and The Campaign Palace will help us ensure that our recent success in becoming the second largest paper based consumer hygiene firm in East Asia will be further expanded and ascertain our place among the fastest growing companies in the region,” said Rudolf Tjandra, marketing director of Softex.
Andrew Dowling, CEO of Y&R and The Campaign Palace Jakarta said that working with Softex is an honor. He added, “They have an inspirational heritage and incredible future vision, I see them as the perfect partner for our growing agencies in Indonesia.”
