Racheal Lee
Sep 5, 2012

VML Qais Indonesia sees second major win

JAKARTA - Pharmaceutical brand Combiphar has selected VML Qais as its digital and social media agency-of-record on a retainer basis, following a three-way pitch.

Pharmaceutical brand Combiphar
Pharmaceutical brand Combiphar

It is understood that the pitch, which started in June, also involved XM-Gravity and Wunderman.

Encompassing all Combiphar brands, VML Qais’ scope of work includes revamping the website, its front and back-end, search engine optimisation and marketing, all social media strategy and mobile app development.

This appointment, which was made in July, also marks the company’s foray into digital and social media, targeting mothers who are leading the way in terms of social media activity among Indonesia’s 55 million internet users.

Combiphar’s portfolio comprises Ethical (prescription products) and OTC (over the counter) consumer health products.

Michael Wanandi, president director of PT Combiphar, said the company is embarking on a new stage of growth and a new corporate brand identity will be launched to support the brand promise of “Celebrating health with you”.

“Going forward, we want to further engage with families and more specifically with mothers, who are the main influencers in living healthy lifestyles, and social channels are clearly key,” he said. “VML Qais understood our brands, our strengths versus our competitors and our target audience.”

Jakarta currently ranks as the world’s most active Twitter city, with Indonesia Twitter’s fifth largest and Facebook’s fourth biggest market in the world. Some 55 million of its 230 million population are Internet users, growing by more than 20 per cent year-on-year. There are also 210 million mobile subscribers.

Keith Timimi, chairman at VML Qais, said, "As Combiphar is soon launching a stronger brand identity... not only did we have to show how we would help Combiphar meet this promise – we had to show that we understood how we could combine our knowledge and depth of digital, with the intricacies surrounding Indonesia culture, habits and marketplace."

He said VML Qais brought in further ideas around a health-related mobile app, website and SEO.It will also handle further project work to boost the brand’s online presence.

In December last year, US-based digital marketing agency VML expanded its footprint to Asia, through the acquisition of a majority stake in Singapore-based full-service digital agency Qais Consulting. It operates as part of Y&R Asia.

VML Qais Indonesia saw its first business win in July, after it was named as digital agency-of-record for Danone’s Mizone isotonic drink brand. Combiphar is its second major win.

The agency was launched within the Y&R's office recently. A dedicated VML Qais office is expected to be launched within the next two months.

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