Indonesian telco Telkomsel calls media pitch

The review is being handled by R3, which has worked closely with Telkomsel for the last three years.

R3’s principal Goh Shu Fen confirmed that an open pitch has been called in the early stages, meaning that all agencies with no conflicting accounts are welcome to register their interest. A short-list will then be drawn up.

Commenting that the telco sector is a strategic pillar of growth in Indonesia, Goh said that consumers there are embracing technology fast and furious.

“Telkomsel is the leading mobile operator in Indonesia and amongst the top advertisers, so it is naturally a much sought after account. The focus is not so much on size of agency, but a balance of local understanding and innovative thinking, she said. All interested agencies should contact R3.

Indonesia’s leading telco operator, Telkomsel is a top five advertiser according to the country’s advertising expenditure figures (AdEx).

MEC Indonesia is the incumbent agency for Telkomsel’s mainline media, as well as its estimated US$25 million outdoor media, which is not part of this review. MEC were unable to comment.

Telkomsel's creative business was split between Hakuhodo, local agency Cabe Rawit and Leo Burnett following a review.