Initiative Media has won the Coca-Cola Indonesia master account
after pitching against incumbent Starcom. No billings figures were
revealed, however, the beverage giant spent 13 billion rupiahs (about
US$1.4 million) on marketing communications last year. Achie
Fancia, Initiative Media associate media director, attributed the win to
the size of the agency and the research it presented in the pitch. "I
think we won because we're the biggest media agency in Indonesia so that
gives us a lot of clout when it comes to negotiating with the media."
