JWT Jakarta wins Indosat, American Standard

The agency has won three brands, IM3, Matrix and Mentari, in a winner-take-all pitch held end of last year that also involved Macs909. The contract is for two years.

JWT Jakarta has been working on IM3 (a prepaid product that targets the youth market) since 2010, while Macs909 is the incumbent for Mentari (a prepaid card designed for young executives and home makers).

Matrix is a post-paid product.

Lulut Asmoro, president of JWT Jakarta, said the appointments allow the agency to help Indosat in creating cohesive positioning for its entire portfolio.

Erik Meijer, director and chief commercial officer at Indosat, meanwhile noted that the telecommunications and internet industries are rapidly changing based on both technology revolutions and significant shifts in customer behaviour.

“We as an operator have to ensure that our brands and communication strategies are also changing in line with customer needs,” he added.

Earlier, Indosat was tipped to have retained incumbent Dentsu Media Group as agency-of-record for its media account in the domestic market, after a competitive pitch that is understood to have also included Mindshare and Initiative, among other international agencies.

JWT Jakarta has also been named agency of record for American Standard Indonesia, which makes bathroom, tiles and kitchen fixtures, after a competitive five-way pitch.

American Standard Indonesia has focused on tactical promotions for the last four years, and it now plans to change tack and revamp the company’s organisation, services and brand image.

The appointment will see the agency working with the brand to build its profile with both business and retail consumers through digital, activation, and above-the-line advertising.

JWT Jakarta will also help the company launch its first concept store in Indonesia.

“JWT came up with a solid proposal that met our requirements,” said Arfindi Batubara, marketing director for American Standard Indonesia. “Their presentation showed they had done key research and worked hard to understand the business and the environment that will influence the market.”