The appointment is the company's first in Singapore. Said Soony Adi Nugroho, Kalbe's Kuala Lumpur-based country manager, international division: "This year we wanted to focus on Singapore, and that is we why we appointed a media agency."
Kalbe makes Woods Peppermint Cough Syrup and Woods Lozenges, which is distributed in Singapore by Sime Darby.
Nugroho said Initiative was picked because it showed a great understanding of Kalbe's consumers and had cost-effective local media solutions. Kalbe will continue to use People'n Rich-H in Kuala Lumpur for creative.
Initiative scoops Singapore remit for Kalbe Farma
Initiative has won the Kalbe Farma account in Singapore in a two-way review against MEC, which previously handled spot buys for the Indonesian pharmaceutical company.
