The agency beat out the incumbent, OMD, and one other undisclosed agency, according to sources. The pitch took place in December, and the brand made its choice last month. OMD did not respond to a request for comment.
Ajay Gupte, managing director of MEC Indonesia (pictured), told Campaign Asia-Pacific that the agency's integrated approach and digital capabilities helped secure the win. The brand has plans to expand significantly in Indonesia, and MEC has already staffed up to support the account, he added.
"For a business with such a diverse product portfolio, it is very much about using media touchpoints effectively to create significant on-ground buzz leading to high and regular footfalls at the store," Gupte said.
Ed Thesiger, CEO of GroupM Indonesia, added that the agency looks forward to supporting Henkel Indonesia with "the best communication platform to help realise their growth ambitions".
MEC was ranked #1 media agency in Indonesia by international media agency evaluator RECMA’s Qualitative rankings for 2013.
Update, 14 February: OMD contacted Campaign to say that it declined the pitch.
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