Burnett, Kreasindo solidify relationship with a new alliance

Leo Burnett Kreasindo Indonesia will now have the support and assistance of the entire Leo Group in providing technical support and client referrals; meanwhile, its 20-strong media team will work under the Starcom banner. PT Kreasindo Ciptapariwara and Leo Burnett Worldwide have solidified their relationship in Indonesia through the establishment of a new alliance. Operating under the name PT Leo Burnett Kreasindo Indonesia (LBKI), the new alliance is a culmination of a four-year working relationship between the two companies. Kreasindo technical advisor Berndt Soderbom, said the previous arrangement was "based very much on a need basis (and) this allowed us to tap in Leo Burnett's international resources and receive assistance and consultancy when it was felt necessary for any of our clients". "Today, we are solidifying the relationship in terms of developing a new alliance and putting two strengths into one," he said. "LBKI will be a part of the Leo Group network and the Leo Group has agreed to work together in the following areas: providing technical support and client referrals to LBKI." Mr Soderbom also told MEDIA that Kreasindo's media team of about 20 people will be working under the Starcom name. However, he stressed that this unit was part of LBKI and not a separate business entity. Plans are in the pipeline to beef up the media team through adding resources, training and recruitment, he said. Leo Burnett regional MD Steve Gatfield said the new alliance was "part of our long-term goal to have the best brand communications network across Asia-Pacific". Kreasindo was founded in 1990 with 12 employees. Today, it operates as a full-service agency with a staff of more than 100 people and services a wide-range of accounts, including Bank Danamon, Coca-Cola, Kelloggs and Levi's.

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