Traditionally, political parties in Indonesia appoint local agencies based on personal relationships rather than through a formal pitch process.
Andi Waryanto, chief of creative design at Golkar said that a formal pitch has been called because the political climate in Indonesia has changed, and his party wanted to appoint the best agency.
“We want a very distinct concept for our campaign since we are competing with 24 other parties. We would like our agency to cut through the clutter and develop something unique for us.” Hotline, Rama Perwira, Matari Advertising, Dwisapta, Mediate and CabeRawit are some of the agencies that figure in the list of 23.
Six of these are likely to be short-listed for the second round and will be reviewed by Jusuf Kalla (pictured), chairman of Golkar, and vice-president of Indonesia. The only multinational agency that is competing for the media account is GroupM, which is participating as a single entity.
GroupM handled the media account for PDI-P, a party led by the former president Meg-awati Sukarnoputri, in the previous general election. Waryanto said that, although there is no distinction during the invitation process, Golkar would prefer a local agency.
MNC agencies, both creative and media, have stayed away from political accounts in Indonesia in the past, primarily because media groups, such as Publicis Groupe, prohibit their agencies from working on political assignments.
Golkar wants to find an agency that can produce campaigns for the legislative and presidential elections to be held next year in April and September, respectively.
Indonesia’s political parties start their election campaigns from 12 July and run them until 5 April next year.
Golkar's formal pitch includes 23 agencies
JAKARTA - In a dramatic departure from the norm, Golkar, one of Indonesia's biggest political parties, has called a formal pitch for its US$13 million full service advertising account, a process that has involve up to 23 agencies.
