XL Axiata initiates creative AOR review in Indonesia

According to various sources, the telco is believed to be in the process of inviting agencies to pitch and at least two multinational firms and a local shop has been called.

In January, the mobile firm, which officially changed its name to XL Axiata in December last year, reportedly called a creative pitch for a "big-sized project".

However, the current review is for an agency to be appointed on an agency-of-record basis.

According to local reports, XL would be hoping to overtake rival Indosat this year as the second largest mobile phone operator in Southeast Asia's biggest economy, driven by strong subscriber and revenue growth.

Another source said that XL is likely to want an agency that can help pull together a coherent communications strategy in line with the telco’s goal to become number two in the market while differentiating itself from similar competitor messages and what is currently available in the industry.