Bank Negara Indonesia (BNI), one of the country's largest banks, has awarded its US$11 million brief to Saatchi & Saatchi Indonesia and Saatchi Lab for creative duties, with Zenith- Optimedia on media.
The final round pitted the Saatchi agencies against Dentsu and Euro RSCG, from an initial shortlist that also included Ogilvy & Mather, Grey Global, Artek and Activate. The state-owned bank called the pitch as part of a regular review it conducts every two years. BNI has divided creative duties across its four segments — credit cards, loans, corporate and savings — between the Saatchi agencies, with Saatchi Lab taking the heft of the credit card and loans segments and Saatchi & Saatchi overseeing corporate and savings.