Orang Tua Group awards media business to MediaVest

The win followed a pitch which included Initiative Media, MPG and incumbent Mindshare.

The agency will be responsible for all flagship brands’ advertising campaigns across the mainstream and digital media space in Indonesia.

The OT Group is well-known locally for brands and products like Tango, Formula, Kiranti and Teh Gelas.

“We believe MediaVest's creativity and expertise in media and digital strategy, combined with great proprietary tools, will further optimize the reliability of our media reach and cost effectiveness, which is the two strategic components that OT Group needs to amplify the power of our new brand and communication strategies,” Tani Sulaeman, chief marketing officer at the OT Group, commented on the appointment.

Ravi Bhaya, technical advisor of MediaVest Indonesia, meanwhile said the agency was awarded the business due to its strategic approach and thinking.

“This appointment is also a huge vindication for MediaVest’s ‘Truth & Design’ approach to the communications space, and its recognition of communities and consumer networks,” he added.