Seven vie for BNI creative

The agencies in the running are Grey, DDB, Euro RSCG, Cabe Rawit, Octocom, Neo and incumbent Saatchi & Saatchi. Matari Advertising, which was invited to pitch, has decided to withdraw. 

The bank’s creative account is worth an estimated US$10 million and is currently split between Saatchi & Saatchi and Saatchi Lab.

The current review is part of a mandatory process that BNI conducts every two years.

MPG’s win in June followed a six-way pitch that also involved Initiative and Grey Media along with two local agencies and incumbent ZenithOptimedia.

Initially referred to by its unabbreviated name of Bank Negara Indonesia when it was established in 1946, BNI is the first bank formed and owned by the Indonesian Government. 

It is currently the fourth largest bank in Indonesia and has more than 1,000 branches and nine million customers. It also has branches in Singapore, Hong Kong, London and New York.