OMD, unavailable for comment as Media went to press, is also thought to have contested the business alongside a local agency. The incumbent was Starcom.
McDonald's director of marketing and communications for Indonesia, Dian Supolo, said: "I want to get the best media agency to handle our account."
Supolo cited both Initiative's thinking and buying power that gave it a lead over rivals. "They can give us more benefit than any other agency that joined the pitch."
McDonald's announced plans to consolidate media buying in late 2003, although the chain is known to operate a decentralised structure that gives local managers a high degree of autonomy.
The final details of the Indonesian deal had yet to be arranged, although Supolo, a former ad agency staffer, said she was looking for a long-term relationship. "I was on the agency side," she said. "I know what it is like." Initiative will review McDonald's media and channel mix strategy, evaluating in particular the potential of non-traditional media. The creative job, handled by Leo Burnett Kreasindo, is not up for review.
McDonald's hands Indonesia media brief to Initiative
McDonald's Indonesian operation has broken with head office plans to place all media worldwide with OMD, picking Initiative Jakarta as its local media partner after holding a review.