Euro RSCG Indonesia adds Kalbe’s Hydro business

Building on a four-year working relationship with Kalbe, the latest win marks an expansion of Euro’s responsibilities – the agency now handles over 60 per cent of the pharma company’s OTC (over the counter) business.

Euro RSCG is tasked with overall brand management and integrated creative duties, including digital and activation.

“Kalbe is a company with great growth potential in Southeast Asia in terms of volume and scope,” said Matthew Fanshawe, managing director, Euro RSCG Asia-Pacific. "Expanding our relationship with them at such a key time as a wonderful opportunity. They’re also a client that’s willing to experiment and innovate, and they share our passion to use creativity and affect positive change and create a better future for consumers, brands and society at large.”

Kalbe is widely recognised as the largest pharmaceutical company in Southeast Asia, and has an extensive portfolio of brands ranging from prescription pharmaceuticals, OTC pharmaceuticals, energy drinks and nutrition products. Kalbe first partnered with Euro RSCG in 2007 with Wood’s lozenges and cough medicine and the relationship has grown to include integrated communications and digital duties and a number of Kalbe brands.

The win comes shortly after Euro RSCG named Amalia Susilowati as CEO of the agency in Indonesia.

“It’s a really exciting time for marketers in Indonesia right now – while TV still has a much broader reach, digital platforms are reaching rapidly increasing numbers of influential urban consumers,” said Susilowati. “As a firm believer in the power of integrated communications, I’m thrilled to be applying this to help Kalbe drive growth on Hydro.”

“The brief was extremely challenging but also exciting. Challenging as it involved a new category and repositioning, and exciting as it is a new avenue for potential business growth. Euro RSCG developed a strategic idea that brings the brand to life and proved they are able to deliver on integration and truly carry out 360 degree activities from above-the-line, below-the-line and digital. On top of this, the execution is entertaining and engaging,” added Widjanarko Loka Djaja, sales and marketing director, Kalbe Farma.