Y&R & The Palace Jakarta share Softex business

Y&R and The Campaign Palace Jakarta have been named joint Agency of Record for consumer hygiene brand Softex Indonesia. The agencies won the business following a three way pitch with incumbent BBDO and Grey Indonesia.

Established since 1974, Softex Indonesia has grown into an innovative consumer products business, specializing in female, baby and elderly care products.  Y&R and The Campaign Palace Jakarta will work on all five Softex brands – Softex, V-Class, Sweety, Confidence and Softies.

Commenting on the win, Rudolf Tjandra, Marketing Director, Softex said, “We are confident that our partnership with Y&R and The Campaign Palace will help us ensure that our recent success in becoming the second largest paper based consumer hygiene firm in East Asia will be further expanded and ascertain our place among the fastest growing companies in the region”.

Andrew Dowling, CEO, Y&R & The Campaign Palace Jakarta said, “It is an honour to be appointed as a partner for Softex.  They have an inspirational heritage and incredible future vision, I see them as the perfect partner for our growing agencies in Indonesia.”