Spark Communications confirms Garuda's media AOR appointment

Lowe Indonesia was named as the airline's global creative agency earlier this month, with its remit including both the domestic and international markets for all areas of service, including cargo and e-commerce.

Spark's appointment came after a pitch called in July, led by Amelia Nasution, vice president of marketing at Garuda Airlines. As the media agency-of-record (AOR), Spark Communications will take on all media planning and buying duties for offline and online for all international markets for the Indonesia national carrier.

It is understood that a total of 12 media agencies competed in the first round of the pitch, with five agencies––incumbent Dentsu, Spark, OMD, ZenithOptimedia and Maxus—surviving to the final round. The billings are estimated to be between US$80 million and US$120 million.

Dentsu was the incumbent creative and media agency, having held the account for more than six years.

“The management and team at Spark Communications have demonstrated that they understood our airline's vision and goal to be a leading international airline brand and player, and have the right team and strategies to complement our marketing communications objectives,” Nasution commented on the appointment. “We are looking forward to a long and successful partnership with Spark Communications ahead.”

Spark will be tasked with helping the airline achieve its "Quantum Leap" goal of strengthening its image as a global brand.

“As Indonesia’s flagship carrier, the airline has aggressive growth plans in the incredibly competitive domestic and international markets,” said Ravi Bhaya, technical advisor of SMG Indonesia. “Backed by Spark Communications’ extended network, we believe we have the right team to boost Garuda Indonesia’s presence on the world stage.”