TCP-TBWA scoop creative business for two Gudang Garam brands

TCP-TBWA won the business after a long drawn pitch process that took three months and four rounds to complete. In the final round the agency fought against local shop Communication 54 to win the business. Other agencies included in the pitch were EuroRSCG, McCann, BBDO and another local shop.

The incumbent for this account is Petakumpet.

Rochelle Vandenberghe, general manager of TCP-TBWA, called this a big win for the agency and attributed the win to hard work by her team.

Last year Gudang Garam called a series of pitches for its different brands. In May 2009 it handed the Surya 16 business to McCann Erickson and Surya 12 brand to local shop Chosen. Earlier last year in January it also appointed Advantage to handle its flagship brand Gudang Garam International.

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