Hutchison CP Telecommunications (HCPT) is gearing up for its impending launch in Indonesia, appointing Pantarei Communications to handle creative and finalising its media agency requirements.
A Matari group agency, Pantarei fought off strong competition from Ogilvy & Mather and Pratama to secure the business. Ogilvy currently handles the bulk of Hutchison Telecom's regional creative business. HCPT is pinning its hopes on a rollout in the second half of this year, and is aiming to deploy a 3G and 2G network across the country.
A Matari group agency, Pantarei fought off strong competition from Ogilvy & Mather and Pratama to secure the business. Ogilvy currently handles the bulk of Hutchison Telecom's regional creative business. HCPT is pinning its hopes on a rollout in the second half of this year, and is aiming to deploy a 3G and 2G network across the country.
The company is a joint-venture between Hong Kong conglomerate Hutchison Whampoa and CP Group Indonesia, which gives Hutchison a controlling stake in local mobile operator PT Cyber Access Communications, backed by a US$300 million war chest.
While Indonesia is seen as one of the world's key mobile growth markets, penetration is still low, at just 13.6 per cent at the end of 2004. Cyber Access is one of only two Indonesian mobile operators to hold a combined nationwide 2G and 3G licence, but is yet to provide services in the market. It competes with more established Indonesian mobile players Telkomsel, Indosat and Excelcomindo.
According to HCPT chief marketing officer Suresh Reddy, Pantarei was selected based on "an understanding of the Indonesian market which combined their creative and strategic thinking".
HCPT president-director Rajiv Sawhney added: "We believe our global experience combined with Pantarei's local knowledge and expertise will help our brand to a leading position in the Indonesian consumer's mind."
