TBWA Indonesia wins Permata Bank creative account from DDB

TBWA Indonesia has taken the creative account for Jakarta-headquartered financial institution Permata Bank from its sister Omnicom agency DDB.

The agency won the account following a five-way pitch that included multinational and Indonesian independent agencies. The remit will largely cover the bank’s above-the-line creative duties.

“The decision to select TBWA Indonesia as our brand agency was based on their strong understanding of our consumer segments, experience in the finance industry and, most importantly, breakthrough ideas that are relevant with our brand promise – innovative banking,” said Ivy Widjaja, the bank’s executive vice-president and head of customer segmentation and marketing.

“It’s a great opportunity to bring disruption to an industry that’s being transformed by the needs of Indonesia’s increasingly tech-savvy population,” added TBWA Indonesia’s chief executive officer Soum Banerjee. “Mobile penetration, together with fintech, will transcend geographical barriers, meaning Indonesians no longer need to travel far and wide to access and manage their finances.”

Founded in 2002, Permata Bank has branches in 62 cities across Indonesia and claims to serve more than two million customers. British-headquartered bank Standard Chartered owns a 45 per cent stake in the business and may acquire control of the entity by the end of the year.


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