Edelman Indonesia adds Unilever, ASEAN to its kitty

The company will handle projects for Lifebuoy and Pond's as well as the ASEAN Secretariat.

Stephen Lock, CEO, Edelman Indonesia
Stephen Lock, CEO, Edelman Indonesia

JAKARTA - Edelman Indonesia has been on an account-winning spree adding some important clients both to its corporate and public affairs as well as the brand and digital side of the business. The recent wins amount to over $430,000 in executive fee income.

During a competitive pitch in April, Edelman won a new consumer marketing project for Lifebouy. The campaign is under development and will highlight the issue of germs and how mums can fight germs and bacteria to keep their children and families’ safe, a theme consistent in Lifebuoy’s recent campaigns. Edelman is currently developing the media launch strategy, which will include engaging key opinion leaders to raise awareness of the topic.

"Edelman won the pitch because they show good understanding of the brands, they provide the brand with great insights and are able to ‘translate’ the insights into good messaging," said Maria Dewantini Dwianto, head of corporate communications, PT Unilever Indoneisa Tbk.

Edelman has also launched a new consumer campaign for Pond’s, an account they won earlier this year post a pitch, based on the brief "encouraging women to express themselves."

The campaign was developed after Edelman Berland undertook multi-market research to see how women felt in each country about expressing themselves and their personalities. In Indonesia, women were found to be relatively reserved about expressing themselves.

The Indonesian Pond’s campaign will focus on ten well known Indonesian women, to act as role models and to inspire other women to be more confident about expressing their personalities and to have confidence in themselves. This will be achieved by focusing on "facial expressions" and inspire Indonesian women to get involved. Edelman has been tasked with building the press office for the campaign and handling all media relations.

On the government side of its business, the agency was hand picked by the ASEAN Secretariat to develop a series of ten videos to raise awareness and educate the people and key stakeholder groups on ASEAN Connectivity and how it benefits them. To host the videos and other informational materials on ASEAN
Connectivity, Edelman will build and develop a microsite and develop a social media push.

"Indonesia is one of the most exciting countries in the world to do PR right now. The fact that social is so important here, means that campaigns we produce truly combine the best of traditional PR and media relations with the latest innovations in digital and social," said Stephen Lock, CEO, Edelman Indonesia.

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