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MPG Indonesia picks up XL Axiata’s $80 million brief

MPG Indonesia, the flagship brand of Havas Media, has won the media brief of country’s second largest telco PT XL Axiata Tbk. The deal was bagged after a competitive pitch process that involved the country’s leading media agencies, as the agency claims. MPG Indonesia has been tasked with handling both offline and on-line planning and buying as well as new business consultation.

According to Nielsen figures, XL currently has close to 50 million subscribers and the brand’s media spend in the country is US$ 80 million. Elsa Maria Bonita, GM Marketing Services, PT XL Axiata Tbk said, “MPG’s proposal answered the brief better than other agencies particularly on synergy between conventional media and digital. The agency offered us solutions that are expected to make the brand not only maintain high level of awareness but also build a relationship with the audience. We were especially impressed by the level of digital expertise displayed by the agency during the pitch.”

In Indonesia XL is looking to drive data and 3G market conversion, and MPG will be responsible for driving the communication of the same in the market. Talking about the solutions to drive XL’s communication in the market, SK Biswas, chief strategy officer APAC, Havas Media said, “Havas Media’s proprietary study “Talk, Think and TrustTM” helped unearth key contexts and touchpoints that drive data usage, brand affinity and advocacy. This helped us create an effective digital roadmap for XL.”

MPG Indonesia has been seeing steady growth in the market. The agency has got some big wins including Berniaga, LPS, DBS, and more recently, AXA Mandiri. “This year has started on a fantastic note and we have seen a great momentum at MPG MC Indonesia. We are obviously looking forward to working on the XL business. All throughout the pitch the clients appreciated our understanding of not only the brief but also the telco category. XL as a brand is driven by creativity and innovation, which is exactly what, drives us at MPG MC as well,” Achie Francia-Munar, CEO of Havas Media Indonesia said.