Bates Indonesia scoops Unilever Rexona, Kratingdaeng

Bates Indonesia won Kratingdaeng following a multi-agency pitch involving two other network agencies and one local shop.

The agency reported that Kratingdaeng is now likely to focus on TV and use activations and digital channels to amplify its message.

Bates claims it sold Kratingdaeng on its “changengage” philosophy, which aims to put people at the centre of brand marketing. Shubho Sarkar, chief executive of Bates Southeast Asia, said “changengage” is at the core of the agency, adding that for brands it means being relevant, value driven and “in it for the long term”.  

“We’re in the age of engagement, not 'communications'," he said. "The explosion of media and acceleration of technology have fuelled peoples’ desires and ability to participate. Therefore, the old brand-centric approach in marketing can no longer be effective.”

Bates Indonesia also won the Rexona account, the second win from Unilever this year after Buavita. The scope of work is to develop a digital engagement strategy and platform for the Rexona master brand and its variations for men, women and teens.