The win marked a first for Y&R Indonesia in the airline category and the WPP agency has been tasked to launch above-the-line communications after October for the airline.
Y&R displaces incumbent McCann Erickson in a pitch process that involved DraftFCB, Hotline, BNP Consultants, First Edition and Ad-vantage.
The Jakarta-based firm added 30 Airbuses to its fleet in December last year and has spent US$1 million on safety measurement programs after a series of accidents from 2005 to 2007.
Mandala hires Y&R to modernise image
JAKARTA - Mandala Air, one of Indonesia's oldest domestic airlines, has appointed Y&R as its creative agency as it looks to position itself as a modern, reliable carrier.
