Mobile Premier League Indonesia extends partnership with M&C Saatchi Performance

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Esports platform Mobile Premier League Indonesia has extended its partnership with digital media agency M&C Saatchi Performance for another year until August 2021. The agency was first appointed in May 2019 after a pitch with four other agencies, and was tasked with strategy and media buying for branding and performance across all digital channels.

According to a press release, the agency has helped Mobile Premier League launch its gaming platform in Indonesia while raising awareness and attracting a user base in the market in the past year. It is added that Mobile Premier League has since crossed over three million registered users, and established itself as one of the main players in the Indonesian market.

The extended appointment comes as esports has officially been recognised as a sports discipline by the Youth and Sports Ministry and the Indonesian Sports Council in August. In a statement to Marketing Interactive, a spokesperson said the agency was chosen again due to its extensive knowledge of mobile ecosystem, consumer journey of digital products and the Indonesia market. It declined to comment on the value of the account.

Joe Wadakethalakal, SVP, corporate development, IR, and strategic partnerships at Mobile Premier League, said it has built a "strong partnership" with M&C Saatchi Performance in the past year, and are happy to extend the partnership in Indonesia. "Over the past year, thanks to its expertise in mobile marketing and to rounded understanding of the Indonesian market and consumer behaviour, we’ve been able to quickly scale our market presence and shape our offering on the preferences of Indonesian users," Wadakethalakal said, adding that it aims to make Mobile Premier League the go-to gaming platform in Indonesia.

Roshat Adnani, country director Indonesia at M&C Saatchi Performance said the agency has worked closely with the team at Mobile Premier League to deliver successful digital marketing strategies and that they are extremely proud of the results achieved. "Not only did we manage to successfully launch Mobile Premier League in Indonesia but also to help them become one of the leading gaming platforms in Indonesia. Now that its presence has been established, we’ll be further supporting their business growth focusing on innovative and impactful media strategies," Adnani added.

Earlier in year in March, M&C Saatchi Performance said it is looking to double the headcount in Indonesia by the end of 2020. According to Adnani then, the agency’s growth in Indonesia was “fantastic” last year and it is looking to build its presence even further in 2020. Over the past year, the agency claims it has doubled its clients and also made strategic new hires. In addition, Adnani explained that the agency’s mobile heritage differentiates it from other players in the market and is the key to success in a mobile-first market such as Indonesia, where connectivity is booming and the number of mobile devices is growing.

“Today, we are proud to be working with some of the biggest unicorns in Indonesia. With more brands embracing data-driven approaches to grow their businesses, we are confident that our expansion is only at its beginning,” he added.

Separately last month, Indonesia's Ministry of Tourism and Creative Economy appointed M&C Saatchi Indonesia for creative duties following a pitch which saw 90 agencies participate, including WOW Komunindo, Kadence International, Lintas Cipta Media and Gemilang Kreatif Indonesia, among others. The account is valued at more than IDR3 billion, according to the ministry's website, and the integrated marketing campaign is expected to launch next year across China Japan, South Korea, Germany, the UK and US.

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