Racheal Lee
Feb 28, 2012

Initiative wins SOHO Group in Indonesia

JAKARTA - Pharmaceutical brand SOHO Group has appointed media communications company Initiative as its agency of record, after a pitch against three other agencies.

Ram Subramaniam, senior technical advisor at Initiative
Ram Subramaniam, senior technical advisor at Initiative

The pitch was called in January. This win will see the agency handling all media planning and buying for the brands. It will be working on the full range of products and brands, including Curcuma Plus and Fitkom multivitamin for kids, Curcuma Milk, Diapet and Laxing.

Initiative has started working on the plans for 2012.

Established in 1951, SOHO Group manufactures, distributes and provides quality health products and services in Indonesia.

Ram Subramaniam, senior technical advisor at Initiative, said, “We worked hard to uncover the core of the business issue and created a unique strategic plan to achieve SOHO’s business goals. We are very pleased with the win and are excited about working with the company and their many products.”

Last year, Initiative Indonesia won the digital duties for Nestlé Nescafé Indonesia, as well as Heinz ABC Indonesia’s media planning and buying.

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