Ogilvy's Pocari win marks the first time the agency has joined the Japanese soft drink giant's roster, seeing off agencies including incumbent Dentsu to land the business. Ogilvy's brief is to position the new bar as a healthy alternative to popular Indonesian snacks such as fried tofu and tempeh.
Ogilvy Advertising pitched with Ogilvy Active to win Pertamina and will handle its on-ground activity as well as above-the-line advertising. The company has suffered a poor public image amid allegations of impurities in its oil and short-selling customers.
"Our work will look at how to humanise the Pertamina brand. We need to get people to trust it again," said Joseph Tan, MD of Ogilvy & Mather Advertising.
