This is the first time Telkomsel has sought a digital partner. Five agencies participated in the competitive pitch which was called late in January 2011.
R3 co-founder and principal Shufen Goh said that Bubu and Narrada were selected having demonstrated superior understanding of the local consumer and creativity.
Telkomsel is the largest mobile player in terms of market share and revenue in Indonesia, and in September 2006, became the first operator there to launch 3G services.
Telkomsel, a top five advertiser according to the country’s advertising expenditure figures (AdEx), recently called a media pitch.
MEC Indonesia is the incumbent agency for Telkomsel’s mainline media, as well as its estimated US$25 million outdoor media, which is not part of this review. Telkomsel's creative business was split between Hakuhodo, local agency Cabe Rawit and Leo Burnett following a review.
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