Tag: Indonesia

Indonesia – Global communications agency Burson has appointed Harry Deje as chief operating officer and Shirley Tangkilisan as managing director of its Indonesia operations, strengthening its leadership team to support continued growth and innovation in the market.

Deje and Tangkilisan, both of whom have been with the company since its inception, now assume expanded leadership roles aimed at advancing Burson Indonesia’s capabilities. Their focus will include accelerating AI-first, data-led strategies, enhancing digital innovation, and delivering communication solutions aligned with the evolving needs of businesses across sectors.

Deje, who previously served as managing director, brings over 30 years of industry experience and a strong grasp of the digital communications landscape. He has led integrated campaigns across various industries and is experienced in issues and crisis management, as well as strategic communications that bolster stakeholder engagement and global brand reputation.

“Communication can no longer be an afterthought – it is a critical pillar for driving sustainable business growth and resilience,” said Deje. 

“We recognise the urgency of delivering innovative solutions that not only meet today’s demands but also anticipate tomorrow’s challenges. In this new role, I am dedicated to elevating our flagship offerings, empowering them with bespoke, data-driven solutions that help our clients navigate complexity and achieve meaningful results,” he added. 

Meanwhile, Tangkilisan, formerly general manager, has more than two decades of experience in strategic and sustainability communications. Known for aligning brand messaging with purpose-driven goals, she has built strong stakeholder relationships and led campaigns centered on transparency and long-term impact.

“Since its inception, Burson Indonesia has fostered a collaborative culture – one that empowers individuals and teams to thrive. We remain committed to growing and nurturing our talent and deepening our sector expertise, ensuring we consistently deliver precise, relevant, and impactful communication solutions across industries,” she said. 

The appointments mark a notable step in Burson Indonesia’s efforts to broaden its market presence and adapt to shifting client demands both locally and regionally.

“We are witnessing change at an unprecedented pace. As your trusted communications partner, Burson continues to adapt and move forward with one clear purpose – helping clients lead with confidence and a competitive edge,” said Marianne Admardatine, CEO of Burson Indonesia and head of innovation & creative transformation at Burson Asia-Pacific.

“Deje and Shirley have played a pivotal role in driving the growth and success of our business in Indonesia. I am confident their leadership will elevate our capabilities, strengthen our business, and enhance the value we bring to every client in Indonesia and beyond,” Admardatine continued.  

She added, “This marks the start of an exciting new chapter for Burson Indonesia – one where we grow our team, invest in talent at every level, and strengthen our position as trusted strategic partners to our clients. Our leadership remains dedicated to providing relevant, forward-looking counsel to our clients, rooted in deep insight and experience.”

Indonesia – The Indonesian government is considering new tax regulations that would require e-commerce platforms to withhold a portion of sales income from sellers, according to a Reuters exclusive citing two industry sources familiar with the matter.

Under the proposed policy, platforms would be obligated to deduct and remit a 0.5% tax on behalf of sellers earning between 500 million rupiah and 4.8 billion rupiah annually—classified as small and medium-sized enterprises (SMEs) under current tax rules. These SMEs are already required to pay the same rate directly, but the new regulation would shift that responsibility to the platforms.

One source noted that penalties for late reporting by platforms are also being considered. The planned measure, aimed at increasing state revenue and creating a more level playing field between online and traditional retailers, could be formally announced as early as next month.

If implemented, the regulation is expected to impact major e-commerce players operating in Indonesia, including ByteDance’s TikTok Shop and Tokopedia, Sea Group’s Shopee, Alibaba-backed Lazada, as well as Blibli and Bukalapak.

Several e-commerce platforms have expressed opposition to the proposal, warning that the changes could raise administrative burdens and discourage sellers from using online marketplaces.

The sources’ claims were further supported by the contents of an official presentation by the tax office to platform operators, which Reuters said it had seen.

Indonesia previously attempted to enforce a similar policy that required platforms to report seller data and ensure tax compliance, but the regulation was rolled back three months after its launch following pushback from industry stakeholders.

In addition to concerns about added complexity, platforms are reportedly worried about the capacity of the current tax infrastructure to manage the increased data requirements. Technical issues have persisted since a system upgrade earlier this year.

Indonesia’s finance ministry, which would be tasked with issuing the regulation, declined to comment. The country’s e-commerce association, idEA, did not confirm details of the plan but told Reuters the policy could affect millions of sellers if enacted.

Indonesia – The Indonesian antitrust watchdog KPPU has conditionally approved TikTok’s acquisition of e-commerce giant Tokopedia, concluding its investigation into potential monopoly risks tied to the high-profile merger.

The approval, as reported by Reuters, comes with a set of requirements that TikTok and Tokopedia have agreed to fulfil. The deal, completed last year, had drawn regulatory scrutiny over concerns it could lead to increased market dominance.

Weeks earlier, KPPU flagged a rise in market concentration post-merger and warned of risks such as higher consumer prices and reduced competition. In response, the agency imposed several conditions, including maintaining open access for payment and logistics services and avoiding anti-competitive practices such as self-preferencing and predatory pricing.

A TikTok spokesperson said the company respects and appreciates the agency’s decision.
“Fair competition principles have been part of our approach from the start, and we remain committed to implementing them consistently to support a fair and inclusive digital ecosystem,” the spokesperson said, as quoted by Reuters.

KPPU will continue monitoring the implementation of the conditions until June 17, 2027. The regulator holds authority to investigate competition law violations and impose fines or administrative sanctions as warranted.

Indonesia – Netcore Cloud is set to expand its operations in Indonesia, marking a decade in the market by reinforcing its local presence with a new data centre and an expanded in-country team.

The move underscores Netcore’s ongoing investment in the market, aligning with its broader APAC growth strategy. The company aims to support faster deployments, ensure regulatory compliance, and deliver personalised customer engagement at scale.

Netcore’s Indonesia operations, which began in 2015, serve a growing roster of local clients, including INDODAX, Bobobox, Smartfren, Erajaya, Home Credit, Fasset, Domino’s Indonesia, and Danone Indonesia. These partnerships reflect Netcore’s role in enhancing customer engagement and operational efficiency through its suite of solutions—including Email API, Personalisation Engine, Product Discovery, and Web-based Personalisation—powered by Google Cloud.

“Netcore Cloud’s partnership with Google Cloud will help brands deliver more impactful hyper-personalised experiences that boost customer retention and revenue growth,” said Abithab Bhaskar, CEO of international business at Netcore Cloud. 

“Google Cloud’s expertise in data analytics and generative AI, combined with Netcore’s deep experience across sectors like ecommerce, banking, finance, securities, insurance, and travel, enables us to create solutions that ensure every brand touchpoint delivers maximum value and enhances the overall customer experience,” he added. 

To deepen market engagement, Netcore also established a team of growth consultants and domain experts in Jakarta. The team is focused on understanding local business challenges and tailoring solutions for both digital-first enterprises and traditional businesses undergoing digital transformation.

Two key product offerings are central to this push: the Unbxd platform and Co-Marketer.

Unbxd enhances e-commerce performance by personalising the shopper journey with AI-powered search, real-time recommendations, merchandising tools, and product information management.

Co-Marketer, meanwhile, is an AI assistant designed to help Indonesian marketers generate content for push notifications using natural language prompts—streamlining campaign workflows and improving engagement.

Earlier this year, in May 2024, Netcore launched a local data centre to address the needs of businesses operating in Indonesia. The facility is intended to reduce latency and offer localised data management capabilities for both startups and multinational companies.

Triton Dsouza, senior vice president for Southeast Asia, shared, “Indonesia represents a high-growth market where brands need cutting-edge, scalable, and AI-driven MarTech solutions to stay ahead. Our enhanced presence in Jakarta allows us to provide businesses with greater local support, unlocking new opportunities for personalised engagement and business growth.”

Indonesia – TikTok Shop, the e-commerce arm of ByteDance Ltd., is cutting several hundred jobs in Indonesia as part of a restructuring effort following its acquisition of Tokopedia’s operations from local tech group GoTo.

According to a report from Bloomberg, which cited sources familiar with the matter, the layoffs affect staff across multiple departments, including logistics, operations, marketing, and warehousing. Additional reductions are expected as early as July, the report said. After the cuts, TikTok Shop and Tokopedia are estimated to have a combined workforce of about 2,500 in Indonesia.

A TikTok spokesperson said the company regularly evaluates its business structure to align with strategic goals, stating, “We continue to invest in Tokopedia and Indonesia as part of our strategy to drive sustainable growth and innovation.”

The move comes months after TikTok announced a US$1.5b investment in GoTo in December 2024, which followed prolonged discussions around the structure of the deal. At one point, sources had indicated the possibility of a joint venture. The transaction ultimately resulted in TikTok taking over operational control of Tokopedia.

At the time of the merger’s completion, the combined e-commerce entity reportedly had a workforce of around 5,000 employees in Indonesia.

Meanwhile, Indonesia’s antitrust agency has raised concerns over potential market dominance following the acquisition. As reported by Reuters, the regulator noted an increase in market concentration and flagged possible post-merger risks, including higher prices and reduced competition.

The agency has imposed several conditions on TikTok and Tokopedia, such as maintaining open access for payment and logistics providers and avoiding practices like self-preferencing and predatory pricing. TikTok declined to comment on the antitrust review, while Tokopedia did not respond to Reuters’ request for comment.

Indonesia – OTT platform VISION+ has entered into a collaboration with Indosat Ooredoo Hutchison (Indosat) to offer Indosat customers access to a selection of premium digital content through the VISION+ platform.

Under the partnership, VISION+ content—including box office films, international sports broadcasts, and VISION+ Originals—will be integrated into Indosat’s digital ecosystem via product activations and made available through multiple mobile and online distribution channels nationwide.

The initiative responds to the growing demand for accessible, high-quality digital entertainment and aims to improve the user experience by leveraging both platforms’ strengths.

Clarissa Tanoesoedibjo, deputy CEO of VISION+, said, “This collaboration is a strategic move to provide added value for our users by combining Indosat’s strong connectivity with VISION+’s premium entertainment in a single, seamless offering.”

“We believe that the combination of IOH’s powerful network and the rich variety of VISION+ content can deliver a more enjoyable, accessible, and rewarding digital experience for all our customers,” she added.

In addition to expanding access to content, the collaboration aligns with the broader objectives of both companies to extend their digital reach, strengthen customer engagement, and explore new models for content delivery. The offerings, which include flexible service options and tailored promotions, will be available through the myIM3 app for both prepaid and postpaid users.

By combining Indosat’s network infrastructure with VISION+’s content library, the partnership aims to provide a more seamless entertainment experience for audiences across Indonesia.

“Indosat Ooredoo Hutchison (IOH) is proud to work with VISION+ to empower customers with premium entertainment at an affordable price,” said Ritesh Kumar Singh, director and chief commercial officer of Indosat Ooredoo Hutchison.

“This collaboration brings together IOH’s reliable, far-reaching network with the rich and diverse content of VISION+, creating a smooth and enjoyable digital experience. Customers can now enjoy exclusive shows, live TV, and on-demand entertainment—supported by the strength of IOH’s network—anytime and anywhere,” he continued.

Indonesia – GroupM Indonesia has appointed seasoned marketing leader Sri Widowati as its new chief executive officer, tasking her with spearheading growth and strengthening client-focused innovation.

Widowati joins GroupM Indonesia from Danone, where she spent four years as vice president of marketing. Her career spans leadership roles at global companies including Unilever, Meta, and L’Oréal, giving her a broad perspective on both local and international markets.

Known for her strategic thinking and collaborative leadership style, Widowati is widely respected for her ability to build strong teams and long-term partnerships.

In her new role, she will focus on driving innovation and delivering measurable impact in Indonesia’s fast-evolving media and marketing landscape. Drawing from her experience on the client side, she brings a deep understanding of consumer behaviour and commercial strategy.

This major appointment follows recent media reports that WPP is planning to rebrand GroupM as ‘WPP Media’ and consolidate its agency brands — EssenceMediacom, Wavemaker, and Mindshare — under a unified operating model.

In Indonesia’s high-stakes marketing arena, agility isn’t optional—it’s everything.

From navigating hyperlocal nuances to staying ahead of digital shifts, brands need more than just media buying—they need partners who can decode complexity and deliver results with speed and purpose.

Omnicom Media Group (OMG) Indonesia stands at the forefront of this challenge. As part of the global Omnicom network, the agency blends creative, data-driven, and tech-enabled solutions through the Omni open operating system to help brands win in one of Southeast Asia’s most dynamic markets.

For our latest Agency Leadership Decoded feature, MARKETECH APAC sat down with Rohan Mahajan, chief operating officer – media and creative services at OMG Indonesia, to uncover how he leads with purpose, cultivates adaptive talent, and drives the agency’s success in Indonesia’s fast-evolving media and marketing landscape.

A culture built on action and accountability

When asked about how his leadership philosophy drives the agency’s culture and results, Rohan puts it simply: “My leadership philosophy is rooted in a ‘Let’s get things done’ mindset—respond fast, act with purpose, and always put service first.”

At OMG Indonesia, this mindset translates into a collaborative and deeply client-focused culture. “More than just an agency, OMG Indonesia is a trusted partner for our clients, who are eager to collaborate and turn to us to help them navigate the complex media landscape,” he adds.

Having been with the agency for nearly a decade, Rohan believes that performance stems from more than just execution—it requires a deep understanding of client needs and challenges.

“I encourage teams to always deep-dive into client problems to develop a better grasp of the various challenges and opportunities,” Rohan explains. “This not only creates a culture of accountability, where driving results isn’t just a goal—it’s the standard to help our clients achieve their business ambitions.”

Staying ahead in Indonesia’s digital and diverse market

With Indonesia’s fast-paced digital evolution and diverse consumer landscape, adaptability is essential to maintaining OMG Indonesia’s competitive edge.

“Indonesia is a dynamic market—with its diverse consumer base and rapid digital adoption, there’s tremendous opportunity for both OMG and our clients,” Rohan shares. “To stay agile and innovative, we invest in rigorous training programmes and drive continuous learning through regional workstreams that promote knowledge exchange and best practices.”

This culture of learning and collaboration doesn’t just keep the team attuned to emerging trends—it ensures that every strategy is grounded in local relevance.

“It also helps upskill our talent, who are truly the backbone of OMG Indonesia’s success,” he adds.

Rohan further highlights the media holding company’s commitment to a test-and-learn mindset.

“We partner with all major platforms to equip our people with the latest tools and insights. Rotating our performance teams across different verticals keeps the work fresh, enhances retention, and builds well-rounded, adaptive talent.”

Transforming storytelling and planning for new consumer behaviours

OMG Indonesia is also evolving the way it crafts media strategies and narratives to stay in step with rising consumer expectations around digital commerce, influencer marketing, and hyperlocal engagement.

“Indonesians today expect content that’s not only personalised but also culturally relevant and rooted in community and convenience,” says Rohan.

To meet this demand, OMG Indonesia has embedded commerce signals into its planning process, leveraging data from platforms like TikTok Shop and Tokopedia.

“With our Omni open operating system, we can integrate first-party client data with real-time behavioural and transactional insights,” Rohan explains. “This enables smarter, more dynamic storytelling that adapts in real time to how consumers behave and shop.”

In the influencer space, OMG Indonesia is also shifting away from broad, macro-led approaches in favour of community-powered influence. “We’re working more with niche creators who are deeply embedded in local and passion-based ecosystems,” he notes.

OMG Indonesia’s hyperlocal approach is another key differentiator. “We deploy geo-specific creative variants and regional media mixes informed by local market intelligence,” says Rohan. “We’ve built internal playbooks specifically for targeting secondary cities, where digital adoption is accelerating—ensuring brand relevance scales far beyond Jakarta.”

Future-ready teams for Indonesia’s shifting media ecosystem

Looking toward the future, Rohan highlights the importance of building adaptable and digitally savvy talent.

“We prioritise building a team that is agile, adaptable, and future-ready,” he says. “As AI becomes mainstream, we focus on developing smarter talent who can integrate automation into everyday workflows, enhancing both performance and planning speed.”

With new media behaviours taking shape, Rohan emphasises how OMG Indonesia is investing in capabilities across data fluency, content strategy, commerce media, and platform-specific skills.

“We are also nurturing skills in audience segmentation, performance storytelling, retail media planning, and geo-targeted activation. Our approach is to blend strategic thinking with hands-on platform mastery, enabling teams to drive impact from planning to execution.”

So what does the future hold for Indonesia’s media and marketing landscape? For Rohan, the convergence of commerce, content, and community is at the heart of what’s next.

“As platforms like Grab, Gojek, Traveloka, Shopee, and Lazada evolve into media ecosystems, Indonesia’s marketing landscape is shifting toward a tighter integration of commerce, content, and community,” he observes. “For brands, this means planning for conversion from the first touchpoint—often within the same app.”

“AI is accelerating personalisation, while rising data privacy expectations demand more responsible marketing practices,” he added.

To prepare for these shifts, Rohan says OMG Indonesia is focused on building connected commerce strategies, expanding AI and data capabilities, and adopting modular content frameworks. “We are also upskilling talent to think in full-funnel journeys and act with greater agility—helping our clients not just keep pace with change but lead it.”

“Additionally, we collaborate closely with platforms to stay ahead of product innovation and ensure our clients benefit from early access and insights. As the landscape grows more dynamic, adaptability and experimentation will be key to unlocking growth,” he concluded.

Indonesia – Validus Group and Fintech Nation, a mission-driven public benefit corporation focused on ecosystem innovation, have launched a US$10 million embedded finance fund (the fund) to expand access to credit for small and medium enterprises (SMEs) in Thailand and Indonesia.

Validus and Fintech Nation have launched an embedded finance fund to help close Southeast Asia’s SME credit gap, which is estimated at over US$320 billion. SMEs make up more than 99% of businesses in Thailand and employ over 70% of the workforce, while Indonesia counts around 64 million SMEs—underscoring the scale of unmet financing needs across the region.

The US$10 million fund targets underserved businesses in sectors such as supply chain, food and beverages, and consumer goods. Financing will be delivered through Validus Group’s digital platforms in Thailand (Siam Validus) and Indonesia (Batumbu).

Leveraging embedded finance models and ecosystem partnerships, the fund taps into real-time transactional data and structured collaborations with anchor players to streamline underwriting and repayment. The approach is designed to improve credit access efficiently and at scale while supporting broader sustainable development goals in emerging markets.

Vanessa Ho, co-founder of Fintech Nation Fund, shared, “Communities thrive when their SMEs thrive. At Fintech Nation, we believe that SMEs are the foundation of sustainable societies — they are the engines of innovation, employment, and local prosperity. Through this Fund, we reaffirm our commitment to using financial technology as a force for sustainable development, empowering entrepreneurs to build stronger, more resilient communities.”

The fund has completed its first close and deployed its initial tranche into projects delivering growth capital to underserved SMEs.

Milena Naitoh, group head of corporate development & capital markets at Validus Group, said, “The opportunity to close the SME credit gap in emerging markets demands new thinking. By combining data-driven underwriting models with innovative funding structures, we can build inclusive financial ecosystems that unlock growth and development for SMEs at every level. This fund represents a critical step forward toward financial inclusion and economic empowerment, and we are excited to partner with Fintech Nation to realise this vision.”

Indonesia – Indonesia-based coffee chain Flash Coffee has raised an additional $3 million in fresh funding to accelerate its nationwide expansion and roll out a bold new store concept across key cities.

The new funding round was led by TA Ventures, with continued backing from long-time investor White Star Capital. The investment follows a strong year for Flash Coffee, marked by solid unit economics and an average store-level EBITDA of 22%.

The capital will be used to support Flash Coffee’s expansion strategy, which includes surpassing 70 stores across Indonesia in 2025 and entering two additional cities. With revenue per store having doubled over the past year and all outlets now operating profitably, the company is positioning itself for sustained national growth.

Richard Armstrong, venture partner & SEA lead at TA Ventures, said, “We spent significant time analysing the opportunities of this category in Southeast Asia; as a result, we’re excited to join Flash Coffee’s journey. Today’s Indonesian consumer is cross-generational, seeking experiences that are meaningful and personal. Flash Coffee has perfectly adapted, responding to this shifting consumer behaviour.”

Part of the funding will also go toward enhancing Flash Coffee’s store design. The new concept integrates natural textures, regional materials, and greenery to create spaces that encourage longer visits and deeper brand engagement.

Flash Coffee is also introducing a refreshed brand identity, which includes a redesigned logo and the ‘Kebanggaan Indonesia’ (‘Proudly Indonesian’) watermark. The rebranding effort draws from local craftsmanship and culture, aligning the company more closely with its Indonesian roots.

Developed entirely in-house, the visual overhaul is intended not just as a stylistic update but as a strategic tool to strengthen customer loyalty and support profitability as the company scales across both existing and new markets.

“The past year has been about discipline. We’ve focused on getting the fundamentals right: profitable stores, stronger teams, better menus, and spaces that reflect modern Indonesia. We didn’t chase growth; we earned it,” said Jakob Angele, executive chairman of Flash Coffee. 

“This latest investment will help us scale what works: beautifully designed stores, high-performing teams, and a product that speaks to today’s Indonesian consumer,” he added.