XL Axiata calls creative pitch in Indonesia

Sources suggest that the telco has invited seven agencies to pitch for the account. Agencies believed to be involved include Dentsu Strat, Initiative Media and Octocom.

It is not clear which part of the account is being pitched by XL Axiata but there is a possibility of it being connected to the telco's latest rebranding.

XL Axiata’s pitch is the third telco pitch to have been announced in the country in recent days.

The country’s newest telco player, Axis, had announced a pitch in November and is believed to have shortlisted three agencies in December. Sources suggest that its final round of presentations are over and the result is likely to be announced this month.

Telekom also initiated a pitch process in the same month.

According to sources about nine agencies including Cabe Rawit, Hakuhodo, Grey, Oze, Artek, Avicom and incumbents Euro RSCG and Bates are believed to be involved. It is not clear which media agencies are partnering with the creative agencies.

XL Axiata is the third largest cellular provider in Indonesia and is primarly owned by Axiata through Indocel Holding (83.8 per cent). The remaining stakes are held by Emirates Telecommunications Corporation International Indonesia, a wholly-owned subsidiary of Etisalat (16 per cent), and the public (0.2 per cent).