Any agency with less than 10 billion rupiah (US$1.1 million) in net worth assets, minus liabilities, will not be eligible for the shortlist for the campaign, which has been in the planning stages since February (Media, 13
February).
According to a source close to the review, the client wants to ensure that only serious agencies vie for the project, which is part of the Government’s efforts to cut household fuel subsidies and save 20 trillion
rupiah a year.
Agencies, including Saatchi & Saatchi, are believed to have made the shortlist.
Separately, five agencies are contesting a new Pertamina brief geared towards improving the company’s woeful image among Indonesians.
Ogilvy, Cabe Rawit, BBDO and Hotline are in contention for a transformation brand campaign which aims to communicate the role Pertamina plays in Indonesian society.
