ASIA-PACIFIC – JAKARTA, INDONESIA, MAY 4, 2012: MPG Indonesia, the flagship brand of Havas Media, has won the media brief of country’s second largest telco PT XL Axiata Tbk after a competitive pitch.
MPG Indonesia will be responsible for both offline and on-line planning and buying as well as new business consultation.
According to Nielsen, XL currently has close to 50 million subscribers and the brand’s media spend in the country is US$ 80 million.
Elsa Maria Bonita, general manager for Marketing Services, PT XL Axiata Tbk said: “MPG’s proposal answered the brief better than other agencies particularly on synergy between conventional media and digital. The agency offered us solutions that are expected to make the brand not only maintain high level of awareness but also build a relationship with the audience. We were especially impressed by the level of digital expertise displayed by the agency during the pitch.”
Achie Francia-Munar, CEO of Havas Media Indonesia said: "This year has started on a fantastic note and we have seen a great momentum at MPG MC Indonesia with wins like Berniaga, LPS, DBS, and more recently, AXA Mandiri and now XL.
“We are obviously looking forward to working on the XL business. All throughout the pitch the clients appreciated our understanding of not only the brief but also the telco category."
SK Biswas, chief strategy officer APAC, Havas Media said: “Havas Media’s proprietary study “Talk, Think and TrustTM” helped unearth key contexts and touchpoints that drive data usage, brand affinity and advocacy. This helped us create an effective digital roadmap for XL.”
The key business objectives of XL in Indonesia are to drive the data and 3G market conversion.
