Dentsu Media wins World Bank and Hino business in Indonesia

The account is understood to be worth an estimated US$1.8 million. The organisation is to offer funding to support the daily operations of schools in several districts.

According to Rudy Mulyadi, chief operating officer of Dentsu Media Indonesia, the campaign will incorporate an activation element in addition to mass media to reach the target audience of students and teachers more effectively.

Separately, Hino, a Japanese automotive company, has appointed Media Cubic, also a subsidiary of Dentsu Media, for planning and buying duties worth $500,000 in the market.

The win for Dentsu follows a 12-way review that included incumbent Matari, Mindshare, MPG, Media World, DDB, and Dwisapta, among others.

Netty Wetik, associate director of Media Cubic in Indonesia, said that the company was looking to grow its market share to 10 per cent from the current 7.4 per cent. Wetik also indicated that the ensuing campaign would have a focus on activation in addition to “traditional media”. Print work will be handled by Transit, a subsidiary of Grammedia.

Hino has had a presence in Indonesia since 1982. Its core production comprises microbuses used by the tourism industry, trucks and domestic transportation.

In April, the World Games 2009 Kaohsiung Organizing Committee (KOC) appointed Dentsu Media Palette and Dentsu Taiwan as media partners of record, following a pitch that is believed to have also included MEC and Starcom.