The company has called for a creative pitch for two of its premier brands; Bir Bintang and non-alcoholic Bintang Zero.
A source at MBI said that the reason for the review was to look at ways to refresh the brand’s image. Six agencies have been invited to pitch for the account, estimated to be worth US$2 million.
Leo Burnett/Arc and Matari Advertising confirmed that they are participating in the review.
Randy Rahrrdi, account manager at TCP-TBWA, said: We were invited for the pitch, but we decided not to participate. We would like MBI to explore new options. We have a very good relationship with them and hope to work with them again in future.
Indonesia has tight restrictions on alcohol advertising. Sources say that MBI had been using non-alcoholic brand Bintang Zero to build a brand awareness for its flagship beer.
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