Racheal Lee
Oct 25, 2011

Initiative to handle digital duties for Nestlé Nescafé

JAKARTA - Media communications company Initiative has won the digital duties for Nestlé Nescafé Indonesia, following a competitive pitch that involved both local and international agencies.

Ram Subramaniam, senior technical advisor, Initiative Indonesia
Ram Subramaniam, senior technical advisor, Initiative Indonesia

The agency will be responsible for building the Nescafé brand across digital platforms, as well as overseeing the launch of Nescafé’s ‘Journey of Life’ campaign.

Commenting on the appointment, Lalita A Mardjuni, head of marketing services at Nestlé, noted that Initiative’s understanding of Nescafé consumers and its creative approach to the ‘Journey of Life’ campaign had dovetailed well with the company's plan to build Nescafé in Indonesia.

Ram Subramaniam (pictured), senior technical advisor at Initiative, said enhancing the digital presence and building consumer interactivity for an iconic brand like Nescafé was an exciting opportunity.

“For the ‘Journey of Life’ campaign, we were able to come up with creative branding and execution angles that capture the memories and experiences gained on any journey.  Our work over the next year will focus on helping consumers share these experiences via social media channels,” he added.

Earlier in May, Initiative was awarded Heinz ABC Indonesia’s media planning and buying accounts, following a review. The assignment will cover all brands from Heinz ABC.

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