MASA appoints Y&R for local market push

The win for the WPP agency came after its two-year AOR contract with Goodyear Indonesia ended earlier this year.

The Indonesian tyre firm will be advertising domestically for the first time and has tasked Y&R for strategic brand communications that will run locally in the last quarter of 2008.

“For the past three years, our main focus was to secure and strengthen our distribution channels. Now it’s time for us to build the Achilles brand and to secure the hearts and minds of Indonesians,” said Pieter Tanuri, president director of Multistrada Arah Sarana.

MASA has reported strong sales growth of over 60 per cent in the past three years. Profit growth, however, is slow at just 1.5 per cent.