XL Axiata hands creative duties to JWT Jakarta

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.”