ASIA-PACIFIC – INDONESIA, MARCH 2012: After a three-way competitive pitch, adult personal care and baby toiletries brand Softex Indonesia has awarded Grey Group the creative mandate for a new category of products, to be launched in the later half of 2012. It will be remembered that Y&R and The Campaign Palace Jakarta went against Grey and BBDO became the joint agency of record for five Softex brands at the beginning of the year.
Grey Group will handle above-the-line, below-the-line, digital and brand activatio for a nationwide brand roll-out for the new products.
“We were impressed with the quality and professionalism of GREY,” said Rudolf Tjandra, marketing director of Softex Indonesia. “Their brand strategy was inventive and creativity was original. They went two steps beyond the brief that highlighted their deep knowledge of the market and consumer behavior. Grey showed a firm grasp of what we desire to achieve with the new brand,” he added.
“Softex Indonesia is a trusted household name that is synonymous with personal care. We are certainly excited to have won this account and be the first to be tasked to launch and chart the growth of an innovative product into a successful brand,” said Agus Sudradjat, CEO and chairman, of Grey Group Indonesia.
