The IPG agency saw off competition from DDB to claim the business. Lowe displaces roster agency JWT, which did not contest the pitch.
The decision came shortly after Pfizer consolidated its US$50 million Australian marketing activities into Lowe’s holding company, Interpublic Group.
However, the Indonesian review is not connected to Pfizer’s search for a global holding company to handle its marketing, according to a source. Lowe Jakarta already handles Johnson’s Baby and Clean & Clear for Johnson & Johnson.
The company famous for its erectile dysfunction drug Viagra has struggled to establish itself in Indonesia in the face of lower cost competition.
Lowe will be expected to create fame for brands, such as Listerine, Nicorette and Sudafed, in a market with products selling for 40 per cent cheaper.
The Pfizer win highlights an impressive new business run for Lowe Jakarta. In recent months, the agency has picked up Bank NISP, OCBC Indonesia, Maxis Communications and Bajaj Auto.
The agency also looked good to win Asia Pulp & Paper’s Paseo tissue brand, but pulled out because of APP’s poor environmental and human rights record (Media, 16 April).
Pfizer picks Lowe for Indonesia
JAKARTA - Pfizer has consolidated its Indonesian advertising business into Lowe as the pharmaceuticals giant looks to make better headway in a market dominated by lower-cost local brands.
