Indomie refreshes digital account with new agency partner

Indomie has appointed REDComm to manage digital duties for a year beginning 21 July following a seven-month pitch process. Through Maroon, REDComm will work to improve Indomie's digital platforms, as well as create deeper and more meaningful campaigns to strengthen Indomie as a relevant youth brand. Ogilvy is the incumbent and it is understood that approximately five agencies pitched.

Indomie was ranked seventh among the top 50 most chosen FMCG brands of 2020 and the top brand in Indonesia, according to Kantar's Brand Footprint 2021 study. The agency aims to help the brand retain the title. According to REDComm, the win is a very special one and the team demonstrated its abilities in responding to Indomie's business challenges, as well as developed strong chemistry over time.

MD of Maroon, REDComm, Kuswantoro, said it is honoured to have been selected as Indomie's digital partner. "Our new partnership is going to be an exciting one, given the tremendous creative opportunities that the brand presents," he said. 

At the same time, REDComm will also make use of its recently-launched intellectual property, RED MIles, a machine learning and AI technology to strengthen all digital creative outputs for Indomie. Kuswantoro said: "With 20 years of experience in the ad industry, REDComm has matured in seeing the potential and opportunities in the fast-paced era of digital transformation. 

"RED Miles will help clients in general obtain creative competitive advantages and ensure that brand investments are allocated to be more targeted, measurable, and effective communication and marketing strategies," he added.

REDComm recently won the XL Prioritas creative and digital business from Havas Group Indonesia. The agency is responsible for driving the brand's ambition to become a more innovative, aspirational yet affordable postpaid brand.

Photo courtesy: 123RF

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