The WPP agencies pitched jointly to win the business against Dentsu and Hakuhodo. MediaCom — branded as Mediacompany in Indonesia — will handle media; Y&R was assigned creative duties. Local agency Red Communications was the incumbent.
“Our brief is to deliver a campaignable through-the-line push to communicate the soul of the bank,” said Saby Ghosh, MD of Mediacompany. “The company is looking to revamp its corporate image and boost its consumer banking business.”
Bank NISP plans to grow its outstanding loans by 25 per cent in 2007, aiming for business growth of 30 per cent every year until 2010. It also intends to increase its capital base to 10 trillion rupiah ($1.1 billion) to qualify as a top-tier national bank. Bank NISP was one was of the few to survive the 1997 Asian financial crisis without Government hand-outs. It was classified by Bank Indonesia as an ‘A’ bank, allowing it to be excluded from the country’s bank recapitalisation programme.
In 2004, Singapore’s OCBC Bank acquired a majority stake and has since stated its intention to turn Bank NISP into a world-class financial institution. Bank NISP is Indonesia’s 12th largest bank and has grown rapidly by focusing on small- to medium-sized businesses.