XL Axiata partners with First Edition for creative in Indonesia

The agencies believed to have been shortlisted include Ogilvy and Flying Giraffe, a subsidiary of TCP/ TBWA Group in Indonesia.

Excelcomindo Pratama (XL), the indonesian mobile operator, which officially changed its name to XL Axiata in December 2009, is believed to be looking for a creative partner to drive forward its newly acquired brand and related message. 

The 'big-sized project' follows the pitch by another mobile phone company, Esia, that was announced earlier this week. 

Indonesia's mobile phone market is predicted to be the third largest after China and India by 2010.

The highly competitive Indonesian mobile phone market is dominated by 11 telcos and Telkomsel with a 50 per cent market share. The other two big players are Indosat (24 per cent market share) and XL (15 per cent). Some of the smaller players include Telkom Flexi (6 per cent), Mobile8 (3 per cent) and Bakrie Telecom (2 per cent).