Indofood consolidates media duties at Havas’ Arena

Arena, which currently handles the digital business for some of Indofood’s products, takes over media planning and buying for the major producer's entire portfolio of brands.

Nielsen estimates Indofood’s annual media spend in 2013 could exceed US$180 million, making it one of the largest advertisers in Indonesia. 

Incumbent Mindshare defended the account after the review launched in May. Carat and Initiative also reportedly participated in the pitch. GroupM’s Maxus, which previously managed the account, moved Indofood under Mindshare around June of 2013.

Spokespeople for GroupM and Initative confirmed the development. Carat could not be reached for comment by press time.   

“We were impressed with the engagement plan they specifically outlined—it shows true commitment to us,” said Anastasia Sutadji, Indofood’s chief marketing officer.

In January 2013, Havas’ former CEO in Indonesia, Achie Francia-Munar, left the agency to join Indofood as general manager, marketing and communications.

Riadi Sugihtani, CEO of Havas Media Group, Indonesia, credits the agency’s understanding of Indofood’s business challenges and its strategic approach. “The agency is committed to partnering with Indofood in its aggressive business ambition over the next five years as well as building its corporate reputation as a responsible and meaningful company.”

“Indofood is a strong Asian brand with a sophisticated and forward-looking marketing team and exactly the kind of clients that we take delight in partnering with,” added Vishnu Mohan, CEO of Havas Media Group, Asia-Pacific.

Havas launched the Arena brand in key markets in Asia Pacific earlier this year following its global LG Electronics win.