Grey Indonesia wins Softex account

Grey Indonesia won the account following a three-way competitive pitch with BBDO and Y&R.

The agency will now deliver above-the-line and below-the-line digital and brand activation for the product’s nationwide roll-out.

Rudolf Tjandra, marketing director of Softex Indonesia, said Grey Indonesia’s brand strategy was "inventive" and its creativity "original".

He said, “It went two steps beyond the brief that highlighted its deep knowledge of the market and consumer behaviour.” 

“Grey Indonesia showed a firm grasp of what we desire to achieve with the new brand and we are confident that we are in very capable hands to help us accomplish that,” he added.