Racheal Lee
Oct 25, 2011

Initiative to handle digital duties for Nestlé Nescafé

JAKARTA - Media communications company Initiative has won the digital duties for Nestlé Nescafé Indonesia, following a competitive pitch that involved both local and international agencies.

Ram Subramaniam, senior technical advisor, Initiative Indonesia
Ram Subramaniam, senior technical advisor, Initiative Indonesia

The agency will be responsible for building the Nescafé brand across digital platforms, as well as overseeing the launch of Nescafé’s ‘Journey of Life’ campaign.

Commenting on the appointment, Lalita A Mardjuni, head of marketing services at Nestlé, noted that Initiative’s understanding of Nescafé consumers and its creative approach to the ‘Journey of Life’ campaign had dovetailed well with the company's plan to build Nescafé in Indonesia.

Ram Subramaniam (pictured), senior technical advisor at Initiative, said enhancing the digital presence and building consumer interactivity for an iconic brand like Nescafé was an exciting opportunity.

“For the ‘Journey of Life’ campaign, we were able to come up with creative branding and execution angles that capture the memories and experiences gained on any journey.  Our work over the next year will focus on helping consumers share these experiences via social media channels,” he added.

Earlier in May, Initiative was awarded Heinz ABC Indonesia’s media planning and buying accounts, following a review. The assignment will cover all brands from Heinz ABC.

Related Articles

Just Published

1 day ago

Tech on Me: Political tension meets platform drama

As big tech's entanglement with politics draws fresh scrutiny post-US election, Western platforms face a deepening trust crisis—from X's advertiser exodus to Meta's legal battles—while Asian tech firms vie to emerge as credible alternatives.

1 day ago

Creative Minds: Heidi Kasselman on how pretending ...

From winging an internship in Johannesburg to leading creative at Clemenger Melbourne, Heidi Kasselman's unconventional path proves sometimes chaos is the best career plan.

1 day ago

Spikes Asia 2025: In conversation with Torsak ...

Spikes Asia catches up with Chuenprapar to explore the power of humour in marketing communications and his advice for Thai agencies aiming to make a mark at this year’s awards.

1 day ago

Yuu dominates Kantar's BrandZ Hong Kong ranking

DFI Retail's Yuu has conquered Hong Kong's brand landscape, outpacing even Cathay Pacific. Challengers are rising in both airlines and banking.