Telkomsel surprises Indonesian industry by calling a creative pitch

It is understood that the telco is looking for a second agency to handle a part of its business but the new appointment is not likely to change Leo Burnett's status as Telkomsel's lead agency.

The pitch is being managed by R3.

The telco is believed to have briefed five agencies this week, including Saatchi Lab, Coleman Handoko, JWT, Cabe Rawit and Max 909.

Sources suggest that the departure of Telkomsel's marketing head Mark Chambers, who led the last pitch last year, might have something to do with the new development. It is understood that the telco's new vice president of product marketing, Lindayanti Harjono, will be leading the pitch.

Insiders within the advertising industry think that the telco might have changed its mind about having a single agency work on its account.

A source who did not want to be named said: "There could be many reasons for the pitch. Probably the company has realised that they are happier having multiple agencies and the account can be better managed that way."

Leo Burnett won Telkomsel's creative account last year in May following a multi-stage pitch that was first called in January 2009.

Managed by R3, the review saw a total of 16 creative agencies and nine media agencies participate. In the final selection stage, Leo Burnett edged out Coleman Handoko and McCann Erickson.