Indonesian telco Axis chooses Carat

This appointment came following a competitive ten-way pitch, including incumbent Zenith. The pitch process took over two months. 

Ernita Ariestanty, brand CEO at Carat Indonesia, said, “It’s an honor for us to have this trust. It shows our creativity in highlighting solutions beyond traditional media to support AXIS in becoming one of the most reputable providers in an extremely competitive and challenging cellular market in Indonesia.”

In a Nielsen report on media spend in 2010, seven of the top 10 spenders in all media were telco providers, including Excelcomindo XL, Telkomsel All SIM Card, Telkomsel Simpati, Telkomsel Kartu AS, AXIS, Indosat M3 and Esia.

In April, Axis was also ranked sixth brand among the ‘Top SIM card provider brands’ in Nielsen's Top 10 brands report for Indonesia.

On the creative front, Axis appointed local agency Coleman Handoko in March last year to handle its creative business, after earlier parting ways with Lowe. The pitch process involved Publicis, McCann, JWT and BBDO among others.

Axis is said to be the fastest growing GSM and 3G mobile phone operator in Indonesia, and that it covers over 80 per cent of the population and is available in more than 400 cities after only three years of operation.