PermataBank picks creative agency partner to handle ATL, BTL and digital

PermataBank has appointed M&C Saatchi in a multi-agency pitch that saw five agencies vying for the account. The scope of services includes ATL, BTL and digital.

In 2004, Standard Chartered Bank and PT Astra International took over PermataBank and started a massive transformation process within the organisation. In 2020, PermataBank made history when Bangkok Bank acquired it and became the controlling shareholder.

PermataBank is among the top 10 banks in Indonesia by assets managed, and listed in the Indonesian Stock Exchange.  The bank is available in 62 cities across Indonesia and is focused on creating innovative digital banking experiences for its customers. Currently, PermataMobile X super app and PermataNet internet banking is its leading digital banking platforms, and PermataME is its flagship product targeting younger Millennials.

Glenn Ranti, division head marketing communication, PermataBank said, “We were thrilled by M&C Saatchi’s innovative approach to brand building, and seamless integration with digital solutions. Our business is at the cusp of change, and we needed a partner with strong digital capabilities, and with ears to the ground to provide insightful ideas that resonate with our consumers, especially the younger millennials. We hope to develop a strong partnership with M&C Saatchi in the coming years.”

Anish Daryani, president director, M&C Saatchi Indonesia, said, “PermataBank is a dream client to have, since we’re able to actualise our global vision of navigating, creating and leading meaningful change. The brand is undergoing a major transformation, and our ability to simplify change for all stakeholders will make the brand more appealing to consumers. It will also help us hone our skills in the financial services category. Our team is excited to create many case studies and do award-winning work on PermataBank.”

Narrada Communications was the incumbent on the account.

Most recently, M&C Saatchi Indonesia promoted its ECD Dami Sidharta to chief creative officer earlier this June. The promotion comes after Sidharta's three years at the agency, since he co-founded the agency together with president director Anish Daryani in January 2018. Meanwhile, M&C Saatchi Indonesia's recent clients include Indonesia's Ministry of Tourism and Creative Economy, which it won the account for in December last year. In the same month, it also hired former dentsu Indonesia's Nadia Yuliani as creative director.

Photo courtesy: 123RF

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