XL Axiata appoints XM Gravity as digital AOR

This marks the agency’s first win since JWT acquired the former Magnivate to extend XM’s reach into Indonesia last month. Subsequently rebranded as XM Gravity, Magnivate was founded in 2008 to develop internet, mobile and social media campaigns for a notable roster of clients, including Danone, Unilever, Frisian Flag, Samsung and Indofood. 

Indonesia is one of the largest social media markets in the world, and Facebook’s third largest market after the US and India.

“This is an exciting client and a fast-paced, competitive industry. We are thrilled to be working for Axiata,” Kevin Mintaraga, CEO of XM Gravity, said. “We look forward to flexing our creative muscle in this very vibrant sector.”

Tommy Wattimena, senior VP of brand and marketing of PT XL Axiata, said, “XL has full confidence that XM Gravity, together with XL’s digital marketing team, will change the marketing landscape in Indonesia, which is fast becoming more digital and more mobile.”

Paul Soon, CEO of XM Asia-Pacific, noted that the agency is in growth mode. “I’m proud of Kevin’s team, and look forward to working with them. It’s great to be working with such a big client in one of Asia’s most dynamic digital ad markets.”

XL Axiata handed its communication campaign for prepaid and media data services (MDS) to Oze Indonesia in June last year, while DDB picked up the BTL business.