XL Axiata Hands Creative Account to Lowe Indonesia

XL Axiata
According to a person familiar with the matter, XL Axiata has concluded its round of pitches for its new creative partner and appointed Lowe Indonesia as the winning agency. The contract will cover both the XL and Axis brands and renewable on an annual basis.

While Lowe will be XL Axiata’s creative agency, the pitches for media and digital accounts are still on and no announcements have been made by the company.

Following XL Axiata’s acquisition of Axis in 2013, the company now has north of 75 million customers, exceeding Indosat’s 60 million, making it the second largest mobile telco in the country after Telkomsel.

XL Axiata has just recently launched its 4G LTE network in Medan, Bogor, Yogyakarta, and North Jakarta on the 900MHz frequency. Pending government approval, the company plans to launch LTE on the 1800MHz frequency in the second quarter of this year, giving LTE access to even greater range of devices and customers.

Lowe Indonesia edged out Bates, Chi & Partners, Coleman Idea, and Saatchi & Saatchi while incumbent Y&R was terminated prior to the pitching round and apparently was not invited to participate.