Garuda Indonesia and Lowe Reportedly Part Ways [Updated]

Garuda Indonesia TV Ad

We have been informed by a trusted source that Lowe Indonesia is no longer the creative agency for Garuda Indonesia. This news came just a few days after the two year anniversary of Lowe’s appointment by the airline.

Garuda Indonesia recently had a change in top management with former CEO Emirsyah Satar having left the company in December, three months ahead of schedule. His replacement is Arif Wibowo, previously CEO of Citilink, Garuda’s low cost carrier.

Satar successfully took Garuda from a mid range airline in 2005 to receive a five star rating and become the world’s seventh best airline in 2014 according to Skytrax. Garuda Indonesia also became a member of the Sky Team group of airlines in 2014.

However, the company suffered losses in that same year for three straight quarters and the appointment of Arif Wibowo, who successfully took Citilink in a $9.2 million turnaround to profit in just one year, is expected to bring a similarly positive result at Garuda Indonesia and maintain the airline’s prestigious achievements.

At the announcement of the win back in January 2013, Lowe Indonesia CEO Joseph Tan said, “This was definitely one of the toughest pitches we have been lucky enough to participate in and we were up against formidable agencies. The prestige and privilege of managing the national carrier brought out the very best in us. This is a hard fought victory and we are absolutely delighted to be awarded the business.”

[Update 23 Jan] Lowe Indonesia has sent us the following statement:

“Lowe Indonesia is the agency of record for Garuda Indonesia and we are very much still in partnership. As there has been a change in their management team, we have initiated discussion with the client to evaluate our relationship moving forward.”

In other words, expect a repitch of the account in the near future from Garuda.

[header image from Garuda Indonesia TV ad]