Cigarette manufacturer Gudang Garam is well known as a high quality kretek cigarette producer. Its Surya brand, including Surya 12 and 16, is the second largest player in the Indonesian tobacco market, which is the fourth largest in the world with 247 billion sticks sold per year.
The appointment follows a pitch against four other agencies, including Publicis Indonesia, Dentsu Strat, Phoenix Bangkok and local agency Chosen.
“It is not often that an agency has the opportunity to re-position a brand as big as Surya,” Andrew Dowling, CEO at Y&R Group Indonesia, commented on the business win. “We are humbled to be selected as Gudang Garam's agency partner and excited to help lead the Surya brand to greater heights.”
“We are confident that Y&R undoubtedly will play an important role in supporting us to further build Surya to new and higher levels of achievements,” Ginawati Wibowo, marketing director at Gudang Garam, said.
Gudang Garam appointed Publicis Thailand to handle Surya 16 in a competitive eight-agency pitch last year. Surya 16 is the most successful filter cigarette in its class. The business is valued at up to US$18 million.
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