Bumi picks JWT for CSR awareness ads

JAKARTA - Indonesian energy giant Bumi Resources has awarded its branding business to JWT, seeing off Ogilvy & Mather in the final round.

The account, valued at US$1 million, will involve marketing the company’s corporate social responsibility (CSR) initiatives to external and internal stakeholders.

The assignment follows a law passed by the Indonesian Government in August requiring all companies that exploit natural resources to implement CSR activities.

Bumi handles the mining of coal, oil and natural gas in the country.

It is currently Asia’s third-largest coal producer.