According to a source close to the review, a number of agencies invited to pitch did not attend since the client did not agreed to pay a pitch fee.
Ogilvy & Mather, Publicis, Hakuhodo and DraftFCB are among the agencies in the running for the account. Each has said that they hope that the matter will be resolved in consultation with the Indonesian 4As' document on pitch protocol published last year.
Dentsu Indonesia, which has handled the L.A Lights business since 2004, resigned the account in February and is not a part of the review.
Denstu subsidiary Dentsu Strat won Clas Mild, a rival cigarette brand, earlier this year, which prompted the agency to resign both accounts.
Djarum L.A Lights competes with Sampoerna’s A Mild, Nojorono’s Clas Mild and Gudang Garams’s Surya Slims. It is the third most popular brand in the mild cigarette category in Indonesia.
