Emily Tan
Sep 20, 2011

BNI picks Spark Communications as AOR in Indonesia

JAKARTA - Media agency Spark Communications, a division of Starcom MediaVest Group (SMG), has been appointed by BNI (Bank Negara Indonesia) as agency-of-record.

BNI is one of Indonesia's top four banks
BNI is one of Indonesia's top four banks

BNI, one of Indonesia's top-four banks, has tasked Spark Communications with spearheading its marketing and media investments in the country.

Based on the bank's ad spend figures over the past two years, an industry source estimates the account to be worth between US$25 and $30 million. The exact value has not been confirmed.

Following a rigorous pitch process involving several media agencies including Dentsu, Initiative Media, and OMD - Spark Communications was selected thanks to the agency's abilities and expertise.

On appointing Spark Communications, a BNI spokesperson said: “We have selected Spark Communications due to their comprehensive tools for planning and implementation, and the commitment and support shown by a highly reliable and experienced team that will guide us through the competitive media landscape in our market.”

BNI's willingness to challenge the competitive financial industry and media landscape has made Spark Communications' responsibility a significant one, said Ravi Bhaya of SMG Indonesia.

This appoinment follows MediaVest's July-appointment by food Orang Tua (OT) Group in Indonesia and the media group's more recent South Asia appointment by Mars and Wrigley.

These wins help offset Starcom's recent loss of the P&G regional account to Group M's MediaCom.



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