XL Axiata dials up brand building efforts with M&C Saatchi as agency partner

XL Axiata has appointed M&C Saatchi to manage brand-building efforts across ATL and BTL for XL Prepaid, XL Satu, and XL Prioritas. The appointment follows a pitch that saw four agencies participate and is with immediate effect. CMO Alfons Eric Bosch Sansa said the XL brand is at "the cusp of a major transformation" where customer experience will drive brand experiences for its existing users, as well as become the cornerstone for new user acquisition. "We needed a strong partner to help tell our story to the world, and in M&C Saatchi Indonesia, we found a valuable partner," he added. Research for the first campaign is underway. 

XL Axiata has more than 56 million subscribers in Indonesia and is part of Axiata Group. Some of its key products include Paket Akrab, a one-plan for the whole family introduced earlier this year; XL Prioritas, a priority post-paid service offering a premium service to loyal users; and XL Home, a fast and stable fibre optic Internet and entertainment service for home use. 

M&C Saatchi Indonesia's founder and president director, Anish Daryani (pictured above), said it has been working with the Axiata Group for a while for AXIS and XL Home in the past. "Our proven performance is an added reason for earning its trust in driving XL, its flagship brand, into the future. I believe our ability to simplify business problems and our approach to navigate, lead and manage meaningful change in XL’s transformative journey will result in many amazing brand experiences," Daryani said.

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