Telkomsel splits creative business in Indonesia

Following a pitch managed by R3 which kicked off in May, the telco's creative business will now be split between Cabe Rawit and Hakuhodo while Leo Burnett will lead Telkomsel's parent brand and Kartu Halo.

According to a statement, the move is to accommodate "a new model of advertising which will require a roster of three creative agencies in order to improve its speed and flexibility in the highly-competitive and dynamic telecommunications category" in the local market.

On the agency appointments, Lindayanti Harjono, VP product marketing at Telkomsel, said: "The fast-changing nature of the telecommunications business in Indonesia means that we constantly need to review and make necessary adjustments to remain competitive."

"Leo Burnett has been and will continue to be an important creative partner going forward. The three-agency model will enable us to have the improved responsiveness and flexibility required for the local market," added Harjono.

MEC will remain as the media agency-of-record, having also won the telco's estimated US$25 million outdoor business in February.