Dentsu Media Indonesia picks up Ajinomoto’s US$11m media business

Headquartered in Japan, Ajinomoto is best known for its umami seasoning, also known as monosodium glutamate (MSG).

Up until now the client had allocated full service jobs, based on brands, among three agencies namely Dentsu, Matari and Chuou Senko.

All three agencies were involved in the pitch for Ajinomoto’s entire media business, estimated at Rp100 billion (US$11 million) per year.

The client is aiming to achieve both efficiency and effectiveness by consolidating the media budget into one media specialist.

Dentsu Media Group Indonesia will be handling Ajinomoto’s media business, primarily focussed on planning and buying TV airtime, effective from April 2011.