XL Axiata reappoints dentsu for media duties

XL Axiata has reappointed dentsu Indonesia to handle media duties covering digital and conventional media for a year until June 2022. Dentsu has been working with XL Axiata since 2017, and the scope comprises integrated media, online and offline performance, eCommerce and the management of XL's customer data platform. The agency pitched as Dwi Sapta, Carat and iProspect, and Dwi Sapta will take the lead on this account. The pitch was called in early February and Mindshare was also vying for the account.

Tri Wahyuningsih, group head corporate communications of XL Axiata, told MARKETING-INTERACTIVE that during the evaluation, dentsu has committed to be able to fulfil the needs and requirements from XL Axiata. "The agency came up with most understandable, easy to execute campaigns and bring high impact to our campaign objectives. Moreover, the most innovative and seamless connection between digital and conventional media is the key thing to consider," she added.

Separately, the company recently named M&C Saatchi to manage brand-building efforts across ATL and BTL for its prepaid offerings - XL Prepaid, XL Satu, and XL Prioritas. Four agencies participated in the pitch. CMO Alfons Eric Bosch Sansa said the XL brand needs a strong partner to help tell its story to the world and it found a valuable partner in M&C Saatchi Indonesia. 

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