Initiative has been tasked with buying and planning duties across all of Sampoerna's tobacco brands. Sampoerna is Indonesia’s biggest tobacco advertiser, and accounted for nearly a third of total category adspend in the first quarter of 2007, according to Nielsen Media Research. Separately, GroupM's MEC is also engaged in a pitch with ZenithOptimedia to consolidate media for rival cigarette brandv, valued at approximately Rp 25 billion.
The account is currently split between the two.
