Arena wins US$180m global media account for Indofood from Mindshare

IndofoodA sub-brand of media agency Havas Media has won the monster media account of Indonesian giant Indofood, with estimated Nielsen billings of $US180m.

Arena won the business after a pitch involving rivals Carat, incumbent Mindshare and Initiative.

Arena already handles some Indofoods business, but now takes on the entire consolidated planning and buying account.

Anastasia Sutadji, Indofood’s CMO, commented: “Havas Media Group understood our business challenges and they demonstrated how they can help overcome those challenges and add value to us. We were impressed with the engagement plan they specifically outlined. It shows true commitment to be our strategic partner.”

Riadi Sugihtani, CEO of Havas Media Group, Indonesia, said: “Our incisive understanding of Indofood’s business challenges and a strategic approach to addressing these challenges was pivotal in helping us win the clients trust. For the second round of the pitch, a combination of our Meaningful Brand analysis and a manifesto conceived through our internal ideation group Collab did the magic. Throughout the entire process, support from our global and regional teams has been extraordinary.”

He added that the agency is “committed to partnering with Indofood in their aggressive business ambition in the next five years as well as building their corporate reputation as a responsible and meaningful company, which scores well on health”.


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