Cabe Rawit and Artek & Partners will handle the US$13 million creative business, while Activate, a local affiliate of MPG, will handle the media account. This was the first time that a political party had conducted a formal pitch in Indonesia.
Prior to selecting Cabe Rawit, Golkar had invited 23 agencies to pitch, before shortlisting three, including Oze and Hotline, for its creative account.
Golkar, also called Sekretariat Bersama Golongan Karya, was the ruling party during Suharto’s regime from 1967 to 1998, and is currently one of the biggest parties in Indonesia’s ruling coalition.
According to sources, Golkar is looking to change its strategy for the upcoming election. The party will be aiming to engage people at a personal level and win hearts and minds with a platform of reform and change.
Traditionally, Indonesian political parties lack credibility and suffer from a poor image.The biggest challenge for Golkar will be to fight rampant scepticism among Indonesian voters.
