Garuda moves $20 million media business to GroupM

Campaign Asia-Pacific could not confirm the agency's identity in time for publication, though some sources said it is Mindshare.

The move is part of Garuda’s plans to accelerate international growth and build its international profile.

In January 2013, Spark Communications, part of Starcom MediaVest Group (SMG), won appointment as the airline’s global media AOR, while Lowe Indonesia was named the creative agency.

A spokesperson for SMG said today that the agency did not participate in the latest pitch. Another source claimed the final round was down to Havas Media Group's Arena and Mindshare.

In July, the Indonesian carrier moved its digital business to Havas Media Group from SMG. The digital account will be handled by Ecselis, Havas Media Group's performance marketing unit. The remit includes creative technology, SEM, SEO and social media. 

The digital pitch also held earlier this year saw as many as 16 local and multinational agencies take part. The final presentations were down to Havas Media Group and a GroupM agency. Starcom defended the account.