The Publicis Groupe media agency, which shares the business with MEC, will now plan and buy for all Bentoel brands that air on Indosiar and TPI. Last year, Zenith handled buying duties for the Trans Group TV network only.
ZenithOptimedia technical advisor Partha Kabi said: “The client has not only recognised and appreciated our work, but has rewarded us with additional assignments for 2008. It’s been a good start to the year for us.”
ZenithOptimedia technical advisor Partha Kabi said: “The client has not only recognised and appreciated our work, but has rewarded us with additional assignments for 2008. It’s been a good start to the year for us.”
The new arrangement means the business will be split 50:50 between Zenith and MEC. Zenith previously handled 25 per cent of the account. Bentoel Prima chief marketing officer Gina Wibowo said: “We enjoy the positive interactions we have had with ZenithOptimedia. We expect to have even stronger contributions from the agency in 2008.”
Bentoel’s creative agency arrangements remain unaffected.
“Bentoel has stated that MEC has done an excellent job, but we respect our client’s intention to give a fair business remuneration to both agencies,” said MEC Indonesia MD Intan Sukmawati.
Bentoel is one of Indonesia’s largest clove cigarette companies, competing with market leader Sampoerna and second-placed Gudang Garam.
Bentoel increased adspend by 43 per cent last year in a bid to close the gaps with rivals. Indonesia’s tobacco advertising market is worth Rp 1.7 trillion (US$180 billion) a year.
Bentoel’s creative agency arrangements remain unaffected.
“Bentoel has stated that MEC has done an excellent job, but we respect our client’s intention to give a fair business remuneration to both agencies,” said MEC Indonesia MD Intan Sukmawati.
Bentoel is one of Indonesia’s largest clove cigarette companies, competing with market leader Sampoerna and second-placed Gudang Garam.
Bentoel increased adspend by 43 per cent last year in a bid to close the gaps with rivals. Indonesia’s tobacco advertising market is worth Rp 1.7 trillion (US$180 billion) a year.
