Bozell Worldwide eyes Indonesian ad market

Bozell Worldwide eyes Indonesian ad market

JAKARTA (JP): Bozell Worldwide, a major U.S. advertising
company, will set up a joint venture next year with PT Dian
Mentari Pratama, Bozell Worldwide's chairman for Asia-Pacific
operations, Michael Anderson.

"We see a bright prospect of the advertising market in
Indonesia, particularly in the run-up to the implementation of
free trade in the region," Anderson said after officially opening
Pratama's new Rp 1 billion (US$425,500) office here over the
weekend.

He said that Indonesia has seen encouraging growth in its
economy due to the government's deregulatory policies and
political stability.

Bozell Worldwide has provided technical assistance for Dian
Mentari Pratama since 1994.

Anderson expressed optimism that Bozell Worldwide will be able
to compete in Indonesia's advertising market, despite the fact
that many other foreign advertising companies are operating in
the country.

"Competition is currently getting tighter. But every
advertising firm has its own target," he said.

Maria Indriani, the founder and managing director of Dian
Mentari Pratama, said that the company, which was established in
1986, will remain a majority shareholder in the advertising
venture.

"We cannot yet tell you the amount of Bozell Worldwide's
investment as it is still under negotiation," she said.

Dian Matari Pratama expects to achieve a total billing of Rp
25 billion (US$10.8 million) this year. The firm handles
advertisements for the Wings Group, Indofood, Bank Dagang
Nasional Indonesia and Bank Ekonomi.

Bozell Worldwide, which has 80 foreign offices in 50 countries
-- 25 in 16 countries of Asia -- reached a total billing of over
$3 billion last year. (13)