PermataBank Appoints TBWA\Indonesia as Creative Partner

PT Bank Permata Tbk, one of Indonesia’s fastest growing and most innovative private banks, has appointed TBWA\Indonesia as its creative partner.

Established in 2002 with the vision of becoming the ‘pioneer in delivering innovative financial solutions’, PermataBank now serves approximately two million consumers in 62 cities in Indonesia, with 331 branches, 22 mobile branches, six payment points and 1012 ATMs.

“The decision to select TBWA\Indonesia as our brand agency was based on their strong understanding of our consumer segments, vast experience in the finance industry, and most importantly, breakthrough ideas that are relevant with our brand promise – Innovative Bank for you and your family,” said Ivy Widjaja, EVP & Head of Customer Segmentation and Marketing at PermataBank.

According to the Institute of International Finance in 2015, only 36% of Indonesia’s population is connected to formal financial institutions, leaving an estimated 110 million unbanked citizens.

“We’re excited to partner with TBWA, whose role is to help challenge the convention of banking norm, and develop communications that will disrupt the market and deeply engage with Indonesians,” said Amir Widjaya, Senior Vice President of Marketing Communication at PermataBank. “We hope to achieve our ambition to become the purpose-driven bank for Indonesian families, and provide access for the millions of unbanked citizens.”

“It’s a great opportunity to bring Disruption to an industry that’s being transformed by the needs of Indonesia’s increasingly tech-savvy population,” said Soum Banerjee, Chief Executive Officer at TBWA\Indonesia. “Mobile penetration, together with fintech, will transcend geographical barriers, meaning Indonesians no longer need to travel far and wide to access and manage their finances. We look forward to working with the visionaries at PermataBank, to create some truly innovative work.”