Indonesian telco giant XL Axiata appoints Mindshare for $18m media duties
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Indonesia’s second largest mobile telecommunications firm, XL Axiata, has concluded a multi-agency pitch that sees its media account change hands.
Mindshare takes on the planning and buying business from Havas Media after three rounds of pitching against the country’s top agencies. Starcom MediaVest Group, Maxus, Zenith Optimedia and the incumbent were among those involved in the pitch, Mumbrella understands.
The account is estimated to be worth around US$15-18 million, according to agency sources.
A creative review of the business earlier in the year, which covered both of XL Axiata’s brands – XL and Axis – saw Lowe emerge the winner of a pitch involving Dentsu, Coleman, Saatchi & Saatchi and Bates Chi & Partners. Y&R was the incumbent.
Digital marketing duties were awarded to STW Group-owned Xion, taking on the business from Mirum Jakarta, in March.
The companies agencies will be working on briefs to differentiate XL and Axis, and reposition XL as a leading player in data.
Questions & Answers
Q.What is the approximate value of XL Axiata's media account?
What is the approximate value of XL Axiata's media account?
According to agency sources, the media account is estimated to be worth around US$15-18 million. This figure represents the value of the planning and buying business that Mindshare has now taken over.
Q.Who won the creative review for XL Axiata earlier this year?
Who won the creative review for XL Axiata earlier this year?
Lowe emerged as the winner of the creative review earlier in the year. They were chosen from a pitch that included Dentsu, Coleman, Saatchi & Saatchi, and Bates Chi & Partners, taking over from incumbent Y&R.
Q.What are the new agencies expected to achieve for XL Axiata's brands?
What are the new agencies expected to achieve for XL Axiata's brands?
The new agencies will be tasked with differentiating XL and Axis, the two brands under XL Axiata. They are also expected to reposition XL as a leading player specifically in the data services market.
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