Axis shortlists Publicis, McCann and JWT in Indonesia

The telco initiated a creative pitch after parting ways with its creative agency-of-record Lowe a few weeks ago.

The reason for the split is unclear, though sources in the market claim there were differences of opinion between Lowe's management and the marketers at Axis.

A mix of local and international agencies including Coleman Handoko and BBDO are believed have been involved in the first round of the pitch.

Prior to calling a creative pitch Axis initiated a search for a below-the-line agency to handle its retail business and act as a brand consultancy. 

Having entered the market in March last year, Axis is the fifth GSM mobile operator to launch in the country.

In February, Axis called a pitch for its US$30 million media account. Four agencies including ZenithOptimedia, Carat, OMD and incumbent Activate were shortlisted after a credentials submission, and the account was later handed to ZenithOptimedia. 

Axis is owned by Natrindo, the Indonesian unit jointly held by Malaysia’s Maxis Communications and Saudi Telecom Company (STC), the largest GSM operator in Saudi Arabia. Maxis holds a 44 per cent stake, STC 51 per cent, and the remaining five per cent is held by private shareholders. As part of the efforts to connect people across the vast archipelago, Axis had spent approximately $1 billion by the end of 2008 to build up its network coverage.