With this win, pegged at around US$20 million, Group M has finally plugged a gap in its client roster as this is its first telecom account in Indonesia.
The win comes after a fiercely contested six-way pitch, called in December 2014, which included Starcom and Zenith. Havas Media is the incumbent agency, having held the account since 2012.
“Most telco brands in Indonesia are at a cusp today, as the speed of data adoption by consumers and growth of smart phone devices have made them navigate through unchartered territories,” said Himanshu Shekhar, CEO, Mindshare Indonesia & South East Asia. “XL is focused on driving data adoption and bringing new experiences to the Indonesian consumers. Mindshare’s ability in creating a synergy between telco brand marketing and telco as a media platform tipped the balance in its favor.”