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Indonesian telco giant XL Axiata appoints Mindshare for $18m media duties

XL adIndonesia’s second largest mobile telecommunications firm, XL Axiata, has concluded a multi-agency pitch that sees its media account change hands.

Mindshare takes on the planning and buying business from Havas Media after three rounds of pitching against the country’s top agencies. Starcom MediaVest Group, Maxus, Zenith Optimedia and the incumbent were among those involved in the pitch, Mumbrella understands.

The account is estimated to be worth around US$15-18 million, according to agency sources.

A creative review of the business earlier in the year, which covered both of XL Axiata’s brands – XL and Axis – saw Lowe emerge the winner of a pitch involving Dentsu, Coleman, Saatchi & Saatchi and Bates Chi & Partners. Y&R was the incumbent.

One of Lowe’s first assignments was to relaunch Axis, which XL Axiata acquired in 2013.

Digital marketing duties were awarded to STW Group-owned Xion, taking on the business from Mirum Jakarta, in March.

The companies agencies will be working on briefs to differentiate XL and Axis, and reposition XL as a leading player in data.

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