The shift comes a little over a year after Garuda appointed SMG and Lowe Indonesia to handle its media and creative work. SMG will continue to manage the airline’s traditional media buying and planning activities.
The digital account will be handled by Ecselis, Havas Media Group's performance marketing unit, according to sources. The remit includes creative technology, SEM, SEO and social media.
The pitch held earlier this year saw as many as 16 local and multinational agencies take part. The final presentations were down to Havas Media Group and a GroupM agency, a source said. Starcom defended the account.
“We set up Garuda Indonesia’s social media business and recruited the first one million Facebook fans,” said Yasir Riaz, technical advisor to Starcom Indonesia. “As Garuda heads into its next phase of growth, Starcom Indonesia will now focus to leverage paid media to drive its earned and owned assets.”
Havas Media Group also manages the media business for Emirates and Vietnam Airlines.
A Havas spokesperson declined to comment.