Asiya Bakht
Jan 23, 2009

Gudang Garam hands $10 million creative account to Advantage

JAKARTA - Indonesia's largest cigarette maker Gudang Garam has handed the creative account of its flagship brand Gudang Garam International (GGI) to local agency Advantage, after a six-way pitch that involved BBDO, Ogilvy & Mather, Euro RSCG, JC&K and Wabi Sabi.

Gudang Garam hands $10 million creative account to Advantage
The account is estimated to be worth about US$10 million.

Advantage has been tasked with rejuvenating the brand. A Gudang Garam spokesperson stated that agency evaluations were based on two criteria: strategic thinking and creative concept.

In September, Gudang Garam handed Surya Slims, its mild cigarette brand, to Ogilvy & Mather without a pitch, after a three-month relationship with local shop Cabe Rawit.

Gudang Garam's main competitors are Bentoel, Djarum and Sampoerena, which all compete in the filter, non-filter and filter with clove cigarette categories.

Related Articles

Just Published

1 day ago

40 Under 40 2024: Hajar Yusof, Naga DDB Tribal

Hajar’s initiatives reflect her commitment to innovation, diversity, and leaving a lasting legacy in the industry.

1 day ago

Moo Deng says hands off unless you’ve washed up

Lifebuoy’s new campaign introduces a fresh face in hand hygiene, pairing AI with playful reminders to help keep those paws—er, hands—clean.

1 day ago

The CMO's MO: Hyatt's APAC marketer on the power of ...

"Focus means saying no to 100 good ideas and saying yes to the great ones." Hyatt’s Tammy Ng shares how lessons from Steve Jobs and James Dyson are guiding her approach to personalising guest experiences.

1 day ago

Trump’s victory isn’t just America’s crisis—it’s a ...

Make no mistake—2024’s US election was a calculated exercise in marketing from beginning to end, revealing a striking alignment with the very principles that drive our industry.