The account was previously split between Universal McCann, Initiative and Zenith-Optimedia, which retains TV buying duties for certain brands. MEC handled a project for Bentoel at the end of 2006, and was subsequently awarded the business this month.
“Bentoel is now our highest billing client, which has given us the challenge to excel in conventional media and also to bring some non-conventional ideas to their communication planning,” said Intan Sukmawati, managing director, MEC Indonesia.
Bentoel Prima’s brands include Star Mild, X Mild, Country, Sejati and Bentoel Biru. The company competes with Djarum, Sampoerna and Gudang Garam, all of which offer filter, non-filter and the popular clove cigarettes varieties.
The company is the country’s third largest cigarette producer, after PT HM Sampoerna and PT Gudang Garam Tbk, the largest.
Bentoel’s media consolidation follows a similar move by Gudang Garam. The company pooled its media into two agencies, Pratama Communications and Motivator Jakarta, which was previously handled by a roster of creative shops in 2005.
Indonesia is one the few markets in Asia where cigarette advertising is still permitted. Advertising across all media is allowed, but only after 9:30pm on radio and TV.
The cigarette industry saw sales fall by 12 per cent in 2006, with national cigarette consumption down to 94.8 billion smokes, compared with 108.3 billion during the same period in 2005.
Nationally, 70 per cent of men and nearly 20 per cent of women smoke.
