Anish Daryani, Founder and President Director of M&C Saatchi Indonesia
M&C Saatchi has won the business for XL Axiata in a multi-agency pitch that saw four agencies participate. The appointment is effective immediately.
“We have been working with the Axiata group for a while, where we worked on AXIS and XL Home in the past,” said Anish Daryani, Founder and President Director, M&C Saatchi Indonesia.
“Our proven performance is an added reason for earning their trust in driving XL, their flagship brand, into the future. I believe our ability to simplify business problems and our approach to navigate, lead and manage meaningful change in XL’s transformative journey will result in many amazing brand experiences. Exciting times are in sight.”
The agency’s scope of work will include ATL and BTL for XL Prepaid, XL Satu, a new convergence product combining home internet and mobile prepaid; and XL Prioritas, XL’s premium post-paid service.
XL Axiata is an Indonesian telecommunications company with more than 56 million subscribers. The company is also part of Axiata Group.
“The XL brand is at the cusp of a major transformation, where customer experience will drive brand experiences for our existing users, as well become the cornerstone for new user acquisition. We needed a strong partner to help tell our story to the world, and in M&C Saatchi Indonesia, we found a valuable partner,” said Alfons Eric Bosch Sansa, Chief Marketing Officer, PT. Axiata Tbk.
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