Amit Chatterjee, the president director of Sara Lee Indonesia, said, "The move was sparked by a need for deeper local Indonesian consumer insights in a tough market. She cologne, the flagship brand of Sara Lee Indonesia, is targeted at a large female teen market, where creating brand preference is the key challenge."
She has been a very powerful brand in Indonesia but declined in popularity over the past few years. By choosing a local shop it is able to tap into insights and local knowledge to reach its target audience, the female teen market.
Rajesh Menon, partner and ECD at Advantage, commented, "We've been seeing a lot of multinational clients opting to work with smaller local agencies lately. Sara Lee is a welcome addition to our portfolio, and we look forward to doing some interesting work together."
Rajesh Menon, partner and ECD at Advantage, commented, "We've been seeing a lot of multinational clients opting to work with smaller local agencies lately. Sara Lee is a welcome addition to our portfolio, and we look forward to doing some interesting work together."
Preference of smaller shops over larger agencies is attributed to the localisation of brand messages over regional adaptation of global campaigns, particularly in the case of locally-based multi national companies.
For more local breaking news from Singapore, Malaysia, Indonesia, Vietnam, the Philippines and Thailand, go to http://www.campaignsingapore.com.
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