XL Axiata hands business to Oze and DDB

Oze's win followed a four-way battle also including Playground, Neo and Coloris. The pitch took place within the last few months.

Oze will be involved in the marketing implementation for above-the-line media of three projects, namely iPhone, Blackberry and the internet services across the country. It is also understood that XL Axiata is pitching its below-the-line media for all three products.

In May 2011, DDB Indonesia won the creative account for XL Axiata. It is understood that this is the creative for below-the-line.

XL Axiata called a pitch in January last year, and in August its creative account was awarded to First Edition. Beside First Edition, agencies in the final round were Ogilvy and Flying Giraffe, a subsidiary of TCP/TBWA Group in Indonesia.

It was also reported in April last year that the telco company had handed its media business to Initiative Media, after a two-way final battle with incumbent Dentsu Media Cubic.

Excelcomindo Pratama (XL), the Indonesian mobile operator, officially changed its name to XL Axiata in December 2009.

Indonesia's mobile phone market is the world's third largest after China and India.

Telkomsel and XL Axiata are the top two marketing spenders with total spending of US$28.86 million and US$25.75 million, respectively.