Racheal Lee
Jul 18, 2011

Gudang Garam shortlists three agencies for new brand

JAKARTA - Gudang Garam, one of Indonesia's largest cigarette producers, is believed to have shortlisted three agencies for the creative business of a new brand to launch soon in Indonesia.

Gudang Garam plans to launch a new brand
Gudang Garam plans to launch a new brand

The three agencies include Y&R Indonesia, WPP marketing agency Soho Square, and a local agency.

Currently, there are six brands under the Gudang Garam portfolio, including Gudang Garam International, Gudang Garam Surya 12, Gudang Garam Surya 16, Gudang Garam Surya Slim, Gudang Garam Merah and Gudang Garam Djaja.

Its main competitors are Bentoel, Djarum and Sampoerena, which all compete in the filter, non-filter and filter with clove cigarette categories.

In March this year, Publicis Thailand won Gudang Garam’s creative account for Surya 16 brand, following a eight-agency pitch involving JWT, Ogilvy, Advantage, AdCentric, Coleman Handoko and incumbent McCann Erickson.

The tobacco company is well known as a high quality kretek cigarette producer, and Surya 16 is the most successful filter cigarette in its class. Business is valued at up to US$18 million.

In May last year, the tobacco company handed the creative business of its Merah and Djaja brands to TCP-TBWA following a five-way pitch process.

Related Articles

Just Published

1 day ago

Cannes Lions Creative Strategy jury president eyes ...

CANNES LIONS JURY PRESIDENT Q&A: Campaign speaks with Publicis Groupe's SEA CEO Amrita Randhawa to understand what brands and agencies should be aware of in their entries.

1 day ago

Women to Watch Greater China 2023: Shuang Xu, BCW

From delivering growth to winning awards to transforming the business and creating new tools and capabilities while nurturing teams, Xu has basically done it all, leading by example.

1 day ago

The grades are in: Agency Report Cards debut Monday

We assessed 30 APAC agency networks—in great detail. The in-depth report cards on their 2022 performance in growth, innovation, creativity and effectiveness, DEI and sustainability, and overall management quality, will be revealed on Monday.

1 day ago

TikTok isn’t a saint, but it shouldn’t be seen as ...

Campaign's tech and media editor shares his thoughts on TikTok's CEO Shou Zi Chew's more than five-hour-long testimony in front of the US Congress.