Gudang Garam hands $10 million creative account to Advantage

The account is estimated to be worth about US$10 million.

Advantage has been tasked with rejuvenating the brand. A Gudang Garam spokesperson stated that agency evaluations were based on two criteria: strategic thinking and creative concept.

In September, Gudang Garam handed Surya Slims, its mild cigarette brand, to Ogilvy & Mather without a pitch, after a three-month relationship with local shop Cabe Rawit.

Gudang Garam's main competitors are Bentoel, Djarum and Sampoerena, which all compete in the filter, non-filter and filter with clove cigarette categories.