Publicis scores two business wins in Southeast Asia

Publicis Indonesia will work with Periplus Bookshops to create digital and in-store campaigns aimed at building traffic across its 45 stores and online shop.

Matt Wiggers, managing director of Publicis Indonesia, said Periplus Bookshops was previously working with several graphic studios, external communication advisors and an in-house digital team to manage its online store. The appointment of one agency comes after the decision to make sure everything will be aligned.

“This was a tough pitch and the client has challenged us to show how Periplus can ‘lead the change’ in shopping behaviour through their communication in different media, including in-store, digital and CRM,” said Wiggers.

He said the agency is now working on a digital CRM campaign for Periplus’ current customers and several activities in social media to reach out to potential, new customers.

ABI’s appointment of Publicis Manila comes after a four-way pitch.

The winning pitch campaign, banking on strong product and cultural insights, will attempt to invigorate and give new life to a heritage brand that has big business and strong roots amongst local people, according to the companies. 

“Given that Beer na Beer has been around for years and has had a string of unsuccessful attempts at a re-launch, we felt we had to take a much bolder approach to the pitch,” said Matec Villanueva, CEO at Publicis Manila. “We came in with a strong recommendation only considering what will be the best for the brand. Client’s comfort levels, well even our own, were challenged. I guess the risk paid off.” 

Beer na Beer is the second ABI brand in Publicis Manila’s client roster following the acquisition of Tanduay Black late last year.