Byravee Iyer
Apr 24, 2014

Indonesia’s Bank Central Asia taps Y&R for creative business

INDONESIA - Indonesia’s Bank Central Asia has picked Y&R for creative duties in two product categories: consumer loans and international banking.

John Domas
John Domas

The selection comes after a five-way pitch that included three local and two multinational agencies, according to Y&R. Bates CHI & Partners, Fortune, JC&K and Semut Api Colony were the other agencies, according to a source.

However, a Fortune spokesperson said the company did not participate in the pitch. A spokesperson for Semut Api said the agency would not be handling BCA’s business anymore, although its sister brand KLIX Digital manages the digital business for the bank. Bates Chi & Partners did not respond to a request for comment in time for publication.

“We are very pleased to have Y&R as our new partners for international banking and loan products’ and promotional activities,” said Esther Meliana, BCA's head of marketing communication. “They were able to come up with a great presentation concept with accurate research.”

“Welcoming another major client, adding to our recent Merck wins, is testament to the Group’s creative and strategic strengths across Y&R,” said John Domas, Y&R Group Indonesia CEO. 

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