The account was previously split between Universal McCann, Initiative and ZenithOptimedia, which retains TV buying duties for certain brands. MEC handled a project for Bentoel at the end of 2006, and was subsequently awarded the business this month.
"Bentoel is now our highest billing client, which has given us the challenge to excel in conventional media and also to bring some non-conventional ideas to their communication planning,” said Intan Sukmawati, managing director, MEC Indonesia.
Bentoel Prima's brands include Star Mild, X Mild, Country, Sejati and Bentoel Biru.
