XL Axiata, one of Indonesia’s biggest cellular network operators, has appointed J.Walter Thompson Jakarta as its creative agency. According to JWT, this was against six multinational agencies.
XL Axiata is majority-owned by Malaysia’s Axiata Group Berhad, with the remaining shares listed on the Indonesia Stock Exchange.
Indonesia’s telecommunications sector is hugely competitive, with a growing middle class adopting mobile devices to connect the vast archipelago. Falling prices for smartphones and expanding 4G coverage boosted smartphone penetration to almost 50% last year, according to industry tracker GSMA Intelligence.
"XL is not only a dynamic brand, but Asia’s best performing telco this year,” said Johan Shabudin, Managing Director of JWT Jakarta. “It will be a transformative account for us as we continue our growth in 2017, and one that underscores what this agency stands for – big ideas, for brave clients.”