The Publicis Groupe media agency, which shares the business with MEC, will now plan and buy for all Bentoel brands that air on Indosiar and TPI. Last year, Zenith handled buying duties for the Trans Group television network only.
The new buying arrangements mean that the business will be split 50:50 between Zenith and MEC. Bentoel's creative agency arrangements remain unaffected.
The new buying arrangements mean that the business will be split 50:50 between Zenith and MEC. Bentoel's creative agency arrangements remain unaffected.
Bentoel Prima's chief marketing officer Gina Wibowo said: "We enjoy the positive interactions we have had with ZenithOptimedia - their in-depth reviews, insights and sharp thinking. We expect to have even stronger contributions from the agency in 2008, so have decided to broaden ZenithOptimedia's assignments."
MEC Indonesia managing director Intan Sukmawati (pictured) commented: "Bentoel has stated that MEC has done an excellent job, but we respect our client's intention to give a fair business remuneration to both agencies."
Bentoel is one of Indonesia's largest clove cigarette companies. Its brands include Star Mild, X Mild, Country and Sejati.
