Softex Indonesia selects Grey

GREY GROUP AGUS SUDRADJAT ACCOUNTS

Indonesia - Following a three-way pitch, personal and baby care brand Softex Indonesia has appointed Grey Group to handle its upcoming category of personal care products slated to launch later in the year.

The agency has been handed its creative mandate for the brand being tasked to deliver a creative and original above-the-line, digital and brand activation for a nationwide brand roll-out for the new category of product.

Two other agencies were believed to have pitched for the account.

"We are certainly excited to have won this account and be the first to be tasked to launch and chart the growth of an innovative product into a successful brand," Agus Sudradjat, CEO & chairman, Grey Group Indonesia, said.

Softex Indonesia was first launched in 1974 and has grown to become a household name in Indonesia. Its products range from female care to baby and adult care.

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