MPG Indonesia will be tasked with handling both offline and online planning and buying as well as new business consultation.
XL Axiata's media spend in Indonesia is US$80 million, according to Nielsen figures. Initiative was the incumbent on the account.
Elsa Maria Bonita, general manager of marketing services at XL Axiata, said MPG’s digital understanding was a key factor in the decision.
She said, “MPG’s proposal answered the brief better than other agencies, particularly on synergy between conventional media and digital," she said. "The agency offered us solutions that are expected to make the brand not only maintain a high level of awareness but also build a relationship with the audience.”
The key business objectives of XL Axiata in Indonesia are to drive the data and 3G market conversion. Last month, XL Axiata appointed XM Gravity as its digital agency-of-record.
Achie Francia-Munar, CEO of Havas Media Indonesia, said, "This year has started on a fantastic note and we have seen a great momentum at MPG MC Indonesia with wins like Berniaga, LPS, DBS, and more recently, AXA Mandiri and now XL Axiata."
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