Alpha Echo aims to help businesses monitor brand perception, benchmark competitors, and analyse their visibility across media, search, social platforms, and AI-powered discovery channels while generating insights to support PR strategies, thought leadership, content planning, and search visibility.

Rather than offering standalone PR services, the platform combines media outreach, strategic communications, reporting, SEO, and Answer Engine Optimisation (AEO) with AI-powered insights, allowing businesses to access guaranteed media placements, campaign reporting, and communications support without committing to long-term agency retainers.

Operating from its new office in Central Jakarta as an affiliate of outdoor advertising company 8Infini, Alpha Story is targeting Indonesia’s fast-growing MSME sector with an integrated, technology-enabled solution that combines PR, content creation, campaign planning, brand intelligence and marketing execution into a single platform.

The launch comes as Indonesian businesses increasingly compete for visibility across digital, social, and AI-driven search channels, leading Alpha Story to believe that affordable marketing technology can help MSMEs—which account for 99% of businesses and contribute 60.5% of Indonesia’s GDP—strengthen their brand presence and compete more effectively.

Jeremy Foo, CEO of Alpha Story, said the launch is designed to remove barriers that have traditionally prevented smaller businesses from accessing strategic communications services.

“Indonesia’s MSMEs are not small in importance. They are the foundation of the economy… We believe there is a major opportunity to use AI, better process design, and more accessible pricing to help MSMEs tell stronger stories and compete more effectively,” shared Foo. 

Leighton Cosseboom, Indonesia Country Lead at Alpha Story, added that many local businesses already have strong products and founders but often struggle to gain visibility.

“Indonesia does not have a shortage of ambitious businesses. We want to give more companies access to the tools, media pathways, and strategic guidance they need to earn credibility in the market,” said Cosseboom. 

The Indonesian launch builds on Alpha Story’s regional operations across Singapore and Malaysia, where the company has served more than 2,000 clients across industries including automotive, technology, finance, hospitality and consumer brands. 

Through its expansion, Alpha Story is betting that Southeast Asia’s next wave of marketing growth will come from helping MSMEs access smarter, measurable and more affordable communications solutions.

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The partnership, running from 1 March 2026 to 28 February 2027, will establish a local base to support the company’s market entry strategy, helping Wellness Innercell better understand local consumer demand while building relationships with distributors, business partners, and retailers.

As part of the collaboration, the company will conduct market research, identify potential buyers, establish distribution channels, and prepare regulatory requirements to enter the Indonesian market while supporting local marketing and business development efforts.

Surabaya was selected for its role as one of Indonesia’s largest commercial and logistics hubs to provide access to distribution networks and consumer markets across the country’s eastern region, with the local office also facilitating meetings with distributors and importers while evaluating online and offline sales opportunities.

The partnership will support Wellness Innercell’s plans to introduce its flagship joint health supplement brand, JOINT CARE, to Indonesian consumers, aiming to establish the brand as part of everyday wellness and active living beyond just expanding product availability.

Later this year, Wellness Innercell plans to participate in an Indonesian home shopping programme in collaboration with Gyeongsangnam-do Province to introduce the brand directly to consumers through live product demonstrations, preparing for the launch by developing localised marketing materials, product information, buyer proposals, and broadcast content tailored for Indonesian audiences.

According to Wellness Innercell, the Surabaya partnership represents the company’s first major milestone in Indonesia and is expected to pave the way for further collaborations with local partners as it builds a stronger presence in one of Southeast Asia’s largest consumer markets.

The expansion forms part of Wellness Innercell’s broader regional growth strategy as it looks to strengthen the international presence of its healthcare and wellness brands across Asia. 

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The appointment comes as Microsoft expands its long-term investment in Indonesia, with a focus on accelerating AI adoption, strengthening cloud infrastructure, developing digital talent, and supporting inclusive economic growth across the country.

In his new role, Susanto will oversee Microsoft’s operations and partnerships across Indonesia, working with government agencies, large enterprises, startups, digital-native businesses, developers, and small and medium-sized enterprises. 

His priorities include expanding responsible AI adoption, building local capabilities and helping organisations accelerate their digital transformation.

Susanto brings more than 20 years of leadership experience in Indonesia’s technology sector, previously serving as President Director and Chief Executive Officer of Amazon Web Services (AWS) Indonesia and IBM Indonesia, where he led digital transformation initiatives across multiple industries. 

Most recently, Susanto has invested in Indonesia’s healthcare sector through a private equity fund and serves as an independent commissioner at PT Dayamitra Telekomunikasi (Mitratel).

His appointment also supports Microsoft’s broader commitment to Indonesia, which includes a US$1.7 billion investment over four years to expand local cloud and AI infrastructure alongside ongoing investments in AI skills through programmes like Microsoft Elevate that have engaged over two million Indonesians and credentialed 1.2 million of them.

“With Gunawan’s experience and local insight, we will help Indonesian organizations turn that ambition into real impact and advance our commitment to empower every person and organization in the country. I’m delighted to welcome Gunawan to lead this next chapter for Microsoft Indonesia,” said Mayank Wadhwa, President at Microsoft ASEAN.

Commenting on his appointment, Susanto shared, “I am excited to join Microsoft Indonesia as my opportunity to learn and contribute at the forefront of the AI era. Microsoft’s commitment to innovation and empowerment aligns strongly with my belief that technology can be a powerful force for positive change.”

“I am particularly inspired by the potential to leverage Microsoft’s capabilities to support Indonesia’s digital transformation and advance my personal mission of improving healthcare access for every Indonesian,” added Susanto. 

With Susanto at the helm, Microsoft aims to deepen collaboration with public and private sector organisations while helping Indonesia unlock new opportunities through AI, cloud technologies, and digital innovation.

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Rather than relying on traditional health messaging, the campaign was designed to shift Fibe Mini from being seen as a product used only when digestive problems arise to one that fits naturally into consumers’ everyday wellness routines.

The campaign is built around a simple consumer insight that many Indonesians regularly photograph their meals before eating, turning this familiar behaviour into an opportunity for engagement by directing users to Fibe Mini’s AI Fiber Scanner, an interactive microsite developed with FreakOut.

Using the AI-powered tool, consumers can scan photos of their meals to estimate their fibre consumption and identify dietary gaps, encouraging them to think about fibre intake before digestive discomfort occurs rather than after.

To maximise relevance, the campaign targeted women aged 25 to 34 across Jakarta, Surabaya, Makassar, Bandung and Semarang who have a strong interest in health and wellness.

According to Dentsu Indonesia, users not only scanned their meals but also clicked through to purchase and voluntarily shared their results, demonstrating stronger engagement and helping reposition Fibe Mini from a reactive solution to an everyday wellness companion.

“By building a deeper understanding among Indonesian consumers about their actual fiber intake gaps, Fibe-Mini positions itself not just as a product, but as a practical and accessible solution: high in fiber, convenient, and easy to integrate into daily routines,” said Henry Adi Gustian, Head of Marketing at Fibe Mini Indonesia. 

“What Dentsu Indonesia brought to the table was the ability to transform this narrative into something experiential rather than purely instructional, turning education into engagement, and awareness  into action,” added Gustian. 

“Meal photography gave us that moment where the brand’s proposition and daily habit intersected. We just made sure the right people encountered it at exactly the right time, in exactly the right frame of  mind,” shared Dhianing Pramasari, Media Director at Dentsu Indonesia.

By combining precision targeting with an interactive AI experience, the campaign aimed to make daily fibre awareness more relevant and actionable while creating more meaningful engagement with the brand.

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Against this backdrop, MARKETECH APAC presents the third edition of  What’s NEXT in Marketing: Indonesia 2026. Scheduled for 26 August 2026 at Pullman Jakarta Central Park, the conference will convene senior marketers, digital strategists, and brand leaders for a full-day programme of practical insights, strategic dialogue, and high-value networking.

Set within a market where super-app ecosystems, short-form content, and social commerce are redefining consumer behaviour, the programme will explore how brands can make AI more actionable in day-to-day marketing, improve performance across increasingly fragmented channels, and design seamless, personalised customer journeys that better reflect how Indonesians discover and buy.

Across a robust agenda, attendees can expect expert-led keynotes, panel discussions, and interactive sessions covering AI-driven marketing transformation, customer engagement and lifecycle strategies, digital effectiveness across fragmented channels, influencer and creator ecosystems, CX innovation, and data-led marketing strategy. Dedicated roundtables and networking breaks will further encourage peer-to-peer exchange and practical, real-world learning. 

The conference will also introduce “MEET THE EXPERTS”, a new format enabling direct engagement with seasoned marketers. In small-group sessions, attendees will gain practical insights from real campaign strategies and case studies, offering actionable takeaways for today’s fast-evolving landscape. 

The speaker lineup includes:

• Angelia Susanto Carluen, HN Marketing & Strategy Director at Danone
• Wolga Setyanto, Head of Media & Digital at Kalbe Nutritionals (PT Sanghiang Perkasa)
• Karin Zulkarnaen, Chief Customer & Marketing Officer at PT Prudential Life Assurance Indonesia
• Bambang Aditiawarman, Head of Digital Marketing at PT. Softex Indonesia
• Nuning Wahyuningsih, Marketing Director – Foods at Unilever
• Mia Al-Maidah, Experienced FMCG Marketing Lead

…and more speakers shaping how marketing excellence evolves across Asia. 

What’s NEXT in Marketing: Indonesia 2026 is part of the broader What’s NEXT in Marketing conference series, which champions knowledge sharing, regional collaboration, and forward-looking marketing innovation across Asia.

• April – What’s NEXT in Marketing: Philippines 2026
• July – What’s NEXT in Marketing: Singapore 2026
• September – What’s NEXT in Marketing: Thailand 2026
• October – What’s NEXT in Marketing: Malaysia 2026
• November – What’s NEXT in Marketing: Hong Kong 2026

To learn more about What’s NEXT in Marketing: Indonesia 2026 and secure your seat, click HERE.

For sponsorship queries, contact MARKETECH APAC’s Sales Team at [email protected].

For speaking opportunities, reach out to Clifford Baliton at [email protected]. 

For registration enquiries, contact James Patrick Daganta at [email protected]. 

The post ‘What’s NEXT in Marketing: Indonesia 2026’ third edition announces first speaker lineup and trend-led sessions appeared first on MARKETECH APAC.

The collaboration brings together Indosat’s nationwide connectivity and youth communities, Adobe’s creative and AI-powered technologies, and Kemenekraf’s creative economy initiatives to create an end-to-end ecosystem that supports creators from learning and content creation through to visibility, networking and monetisation. 

The initiative comes as Indonesia continues to strengthen its digital economy, meaning that while access to technology and digital skills has increased significantly, the next stage of growth will depend on helping individuals transform those capabilities into creative output, business opportunities and sustainable careers.

At the heart of the partnership is a shared goal to help Indonesians move from learning to creating, from creating to showcasing, and from showcasing to generating value through the creative economy.

“This partnership serves as an important example of how  government and industry can collaborate to equip the next generation with the confidence and  sense of responsibility needed to compete on the global stage,” shared Teuku Riefky Harsya, Minister of Creative Economy of the Republic of Indonesia. 

“We invite creators across the  Ministry of Creative Economy’s network to join this initiative and transform Indonesian ideas into  impactful works, valuable intellectual property, and sustainable economic growth,” added Harsya. 

As part of the collaboration, Adobe will provide access to its AI-powered creative platform Adobe Express, enabling users to create content, visual assets and digital communications more efficiently. Indosat customers will receive six months of complimentary premium access to Adobe Express, allowing them to explore creative and AI-driven tools designed to support content creation and digital storytelling.

Adobe and Indosat are also working towards making Adobe Digital Academy learning resources available in Bahasa Indonesia, offering educational content with practical training in creative, marketing and AI-related skills that will help users build capabilities that are increasingly relevant across the digital economy.

The partnership also marks the launch of Adobe Express’ first creator monetisation programme in Indonesia, in which local creators will be able to design and publish templates on Adobe Express and earn income directly from their work, while selected participants will also have the opportunity to showcase their creations at IDEAFEST, one of Indonesia’s largest creative festivals, opening doors to wider audiences, industry connections and future business opportunities.

Indosat will drive participation through GENSi (Generasi Terkoneksi), its youth empowerment platform focused on digital literacy and creative learning, which has already supported more than 10,000 young Indonesians and now aims to reach 15,000 participants this year through programmes that help young people build digital skills, strengthen their online presence and maximise opportunities in the digital economy.

The telecommunications company is also exploring dedicated Adobe Express offerings for its IM3 and Tri customers, further expanding access to creative and AI-powered tools across Indonesia.

Meanwhile, Kemenekraf will support the initiative through ECHOES (Ekraf Creates Harmony on Education Sector), also known as Ekraf Goes to School and Campus, designed to strengthen creative economy literacy, encourage the adoption of technology and artificial intelligence, and equip students and young creators with skills that align with industry needs.

Through ECHOES, participants will gain exposure to topics such as intellectual property, digital technologies, content creation and creative entrepreneurship, aiming to strengthen connections between creators, communities and industry stakeholders while helping participants develop practical skills that can support future career and business opportunities.

As part of the collaboration, Indosat, Adobe and Kemenekraf are exploring ways to connect ECHOES participants with Adobe’s creative tools and learning opportunities through the GENSi platform. This would provide aspiring creators with access to training in digital storytelling, design, visual communication and content creation, while helping them understand how creativity can be transformed into commercially viable work.

“By combining the power of AI, creativity, and collaboration, we aim to help the next generation of creators unlock their full potential and create meaningful impact for themselves and their communities. This is  how we empower Indonesia and build a #LebihBaik future together,” said Vikram Sinha, President Director and Chief Executive Officer at Indosat Ooredoo Hutchison. 

David Wadhwani, President of Creativity & Productivity business at Adobe, explained, “At Adobe, we’re  inspired by Indonesia’s creative community and passionate about helping more of its creators  transform their ideas into opportunity.”

“We are proud to invest in Indonesia’s creators by making Adobe Express available to more people and providing a curriculum to sharpen their skills and a pathway to earn from what they make,” added Wadhwani. 

Together, the three organisations aim to build a stronger and more inclusive creator ecosystem by combining education, technology, creativity and industry access, with hopes to empower more Indonesians to create, innovate and generate economic value while contributing to the continued growth of the country’s creative economy.

The post Indosat, Adobe, and Kemenekraf partner to unlock growth opportunities for Indonesia’s creator economy appeared first on MARKETECH APAC.

Launched in 2022, Moonfolks Shopex has become the agency’s fastest-growing division, specialising in creating consumer journeys, omnichannel shopper experiences and activation-led campaigns designed to influence purchase decisions.

In his new role, Sasonko will lead Moonfolks Shopex operations across Indonesia, Brunei and Vietnam, helping clients create more immersive brand experiences that connect with consumers across multiple touchpoints.

Sasonko brings more than two decades of experience in brand experience and experiential marketing to the role. Most recently, he served as general manager for experiential marketing at Iris, where he spent more than six years leading brand experience initiatives for clients across the region.

His previous experience also includes leadership roles at Geometry Global, Wunderman Thompson and Kraft Heinz ABC, giving him extensive expertise across shopper marketing, experiential campaigns and brand engagement.

Commenting on his appointment, Mahendro Sasonko, General Manager at Moonfolks Shopex said: “With  my expertise, I look forward to partnering with Moonfolks to build end-to-end, professional,  and creative solutions that exceed client expectations and push boundaries, perhaps to the moon!”

Sasonko will be based in the agency headquarters in Jakarta, Indonesia. 

The appointment comes as Moonfolks continues to strengthen its “audacious commerce” approach, which combines shopper marketing, brand activations and consumer experiences to help brands drive stronger engagement and conversion.

Anish Daryani, Founder, CEO and President Director at Moonfolks also commented, “We felt it’s the right time the team gets strong  leadership to stir this specialism for further success. In [Sasonko], we found the perfect cultural fit, hunger, ambition and dependability to create the most immersive brand experiences  that our clients truly deserve.”  

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The new agreement will see MAP oversee M&S’ operations in the Philippines, expanding an existing partnership that has already spanned more than 26 years across Indonesia and Vietnam. 

The move forms part of M&S’ broader ambition to grow through strategic franchise partnerships in established international markets.

Under the partnership, M&S Fashion, Home & Beauty, and Food offerings will return to Filipino shoppers later this year, with the first store set to open in Glorietta in Makati. 

Online channels are also expected to relaunch as part of the expansion.

According to M&S Managing Director of International Mark Lemming, the retailer sees strong consumer demand in the Philippine market and believes MAP’s local retail expertise will support its next phase of regional growth.

Meanwhile, MAP Fashion CEO Sameer Prasad described the partnership as an important milestone for the company’s Southeast Asian expansion, adding that Manila presents a strong opportunity for the M&S brand to reconnect with consumers across generations.

Previously operated by Rustan Marketing Specialists Inc., M&S announced earlier this year that it would close all its stores in the country on 2 May 2026. 

According to parent company SSI Group Inc., the decision came amid shifting consumer preferences and shopping habits, prompting the company to redirect its focus towards brands more aligned with evolving market trends.

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Rolling out across Indonesia, Malaysia, Singapore, Thailand, the Philippines and Vietnam, the campaign positions three travel essentials: a phone, a passport and a Mastercard, as all travellers need to unlock diverse experiences across the region.

Developed in partnership with issuing banks and merchant networks, Mastercards’ “Phone. Passport. Mastercard.” campaign brings together more than 300 offers spanning dining, shopping, accommodation, transport and attractions, giving travellers added value whether they are planning a weekend escape or a longer regional adventure.

Through the campaign, Mastercard highlights the benefits of secure payments, broad acceptance and travel-focused for a smoother travel experience from trip planning to spending at destinations.

Beyond targeting hodophiles, the campaign also supports merchants and tourism partners by helping them connect with consumers throughout their travel journey.

“We’re helping make travel across the region feel more  seamless, accessible and connected, while bringing travelers closer to the local experiences  and businesses that make every journey memorable,” said Dheeraj Raina, Senior Vice President and Head of Integrated Marketing and Communications at Mastercard Southeast Asia. 

“For a truly rewarding travel experience within Southeast Asia, all you need is your Phone, your Passport and your Mastercard,” added Raina. 

The campaign runs from May to December 2026, and will appear across pre-travel and in-destination channels to promote seamless travel experiences in Southeast Asia.

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The campaign builds on the brand’s ongoing collaboration with Jakarta-based creative agency Animale Creative (Animal3 Creative), part of Future Creative Network, marking its second consecutive Idul Adha project together.

In a market where brands typically compete for Ramadan visibility, Sasa Santan and Animale Creative have instead focused on Idul Adha as a culturally underleveraged moment, developing a recurring festive platform over the past two years.

This year’s campaign centres on the goat as both a key Idul Adha symbol and a creative hook, continuing a strategy that uses seasonal repetition to build long-term brand association.

According to the agency, the approach prioritises sustained ownership of a cultural moment rather than one-off seasonal messaging, with Idul Adha positioned as a natural fit for Sasa Santan given its role in coconut milk-based dishes prepared from qurban meat.

Last year’s campaign featured the cow; this year shifts to the goat, reflecting a continuity-led strategy designed to strengthen recall over time. 

The latest execution also addresses a familiar cooking challenge in goat dishes—the strong aroma—by highlighting how coconut milk helps balance flavours and create a creamier, more aromatic gulai kambing.

This insight is translated into a music-led creative format, with a campaign film that uses a reworked version of Sasa Santan’s sonic identity as a central storytelling device. The jingle is designed to reinforce brand recall while anchoring the festive theme.

“We didn’t just want to create work with stopping power around Sasa’s core strengths as a rich and creamy coconut milk; we wanted to go beyond that. We wanted something that lingers, that entertains, and that feels unmistakably Sasa,” said Aldina, Head of Digital & Marketing, PT Sasa Inti. 

The campaign is supported by on-ground activation at Masjid Agung At-Tin in East Jakarta, where 4,800 packs of Sasa Santan were included in qurban meat distributions. The activation also featured live cooking demonstrations and a community cooking competition involving local participants.

Sasa Santan and Animale Creative said the recurring collaboration is intended to build consistency across festive cycles, with each year’s campaign extending the brand’s cultural positioning rather than resetting it.

Rahmanu Nanda, Sr Manager Consumer Acquisition Retention at PT SASA INTI, said, “Working with Animale is an exceptional experience. Their passion for creative execution is outstanding, as they set a high standard and are always keen to go the extra mile.”

Meanwhile, Febrian, Co-founder of Animale Creative, commented, “Sasa Santan provides the strategic ambition to dominate the festive territory. Animale turns that ambition into creative outputs strong enough to spark conversation, entertainment, and recall online and offline.”

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