Burnett snatches Metro Indonesia

<p>PT Leo Burnett Kreasindo Indonesia has promised "exciting and </p><p>unconventional advertising" after snatching the Metro Department Store </p><p>account from incumbent JWTAdforce. </p><p><BR><BR> </p><p>The pitch was won on creative recommendations and Burnett Kreasindo </p><p>chief executive officer Berndt Soderbom said: "We are not going to just </p><p>show beautiful products in a beautiful setting. </p><p><BR><BR> </p><p>"We're putting together a campaign that is going to be sophisticated, a </p><p>bit controversial and borderline risque in order to underline the core </p><p>brand values of the Metro brand, which is a department store that sells </p><p>quality and affordable products," he told MEDIA. </p><p><BR><BR> </p><p>Competition amongst department stores in Indonesia is fierce, especially </p><p>in the capital Jakarta. </p><p><BR><BR> </p><p>However, Singapore-based Metro faces an extra problem; a significant </p><p>number of consumers in Jakarta are confused between Metro Department </p><p>Store and Metro Supermarket. </p><p><BR><BR> </p><p>It is for this reason that the strategy and creative behind the </p><p>advertising campaign had to be different and out of the ordinary, Mr </p><p>Soderbom said. </p><p><BR><BR> </p><p>But while it faces considerable competition from the giant chain stores </p><p>such as Matahari and Ramayana - the former operates about 70 stores </p><p>nationwide - Metro positions itself as a niche player by targeting the </p><p>upper middle class through its only two stores in Indonesia, both of </p><p>which are in Jakarta. </p><p><BR><BR> </p><p>"In that sense, they are not in direct competition with the big chains </p><p>but although there is competition from them, our campaign will highlight </p><p>Metro's strength as a niche player and demonstrate the benefits </p><p>consumers can derive from the department store," said Mr Soderbom. </p><p><BR><BR> </p><p>Burnett Kreasindo was chosen over JWTAdforce because the former had </p><p>presented "solid solutions" and proved itself to be "dynamic and </p><p>creative", according to Christine Barki, president director of PT </p><p>Metropolitan Retailment, which runs Metro in Indonesia. </p><p><BR><BR> </p><p>She also said that the incumbent lost out, because the financial crisis </p><p>of the late 1990s and its aftermath had taken its toll on the </p><p>agency. </p><p><BR><BR> </p><p>She did not elaborate. </p><p><BR><BR> </p>