Tag: Indonesia

Indonesia – FIFA has launched an invitation to tender (ITT) in Indonesia for the media rights to four of its upcoming World Cup tournaments as the country continues to show promising performance in the qualification processes. 

The tender process will cover rights to FIFA World Cup 26, FIFA Women’s World Cup 2027, FIFA World Cup 2030, and FIFA Women’s World Cup 2031.

Through the sale of media rights for its football tournaments, FIFA generates income, which is essential to supporting and developing football around the world, including through the FIFA Forward Development Programme.

The ITT comes as football in Indonesia continues to grow rapidly, following impressive national team performances. Currently, Indonesia is performing well in the AFC qualification process for FIFA World Cup 26, with the men’s national team having their best performance so far since 1938. 

Indonesia’s national women’s team is also making progress, having recently competed in its first AFC Women’s Asian Cup in 33 years.

The FIFA World Cup 26 will be the 23rd edition of the competition and will be jointly hosted by Canada, Mexico, and the United States. With a record 48 teams, 16 host cities, and three host countries, the tournament will feature a staggering 104 matches, uniting the globe through football in June and July 2026.

In an official blog post, FIFA said, “The tender process for the media rights to these tournaments will allow FIFA to select the entity, or entities, best placed to secure the required transmission and programming commitments to achieve FIFA’s objective of reaching the widest possible audience whilst providing a high-quality viewing experience for fans.” 

Jakarta, Indonesia – Petite Fleur, a florist based in Singapore, has announced the expansion of its operations with the launch of Petite Fleur Indonesia.

This new venture of bringing Petite Fleur to a new market was motivated by a desire to share their unique floral arrangements with a broader audience with a love of fresh blooms.

Petite Fleur’s decision to expand into Indonesia is backed by extensive market research, which identified an opportunity for same-day fresh and premium flower delivery services in Jakarta.

Through this expansion, Petite Fleur will be capitalising on the city’s vibrant atmosphere, dynamic lifestyle, and fertile ground for growth with a comprehensive market entry strategy that includes establishing a robust logistics network to ensure swift deliveries across Jakarta and its surroundings.

With this in mind, Petite Fleur Indonesia takes a bespoke approach to its product offerings to delight customers. Rather than replicating its entire Singapore collection, the company’s founder personally handpicked popular floral varieties to be featured on the new website, ensuring a personalised experience for Indonesian customers.

With a vision to become the leading florist in the Asia Pacific region, Petite Fleur actively seeks new partnerships and collaborations with local brands in Indonesia, aiming to build brand awareness, foster trust, and strengthen brand affinity among Indonesian consumers, further solidifying its position as the preferred choice for premium floral services.

Talking about the expansion, Patricia Tanuwijaya, founder and CEO of Petite Fleur, said, “We are thrilled to extend our presence into Indonesia, bringing our passion for floral artistry to a new audience. With our carefully curated offerings and commitment to customer satisfaction, we look forward to forging lasting connections and creating memorable experiences for customers across borders.”

Jakarta, Indonesia – Out-of-home (OOH) advertising solutions provider EYE Indonesia today announced that it has adopted the Broadsign Platform to expand its capabilities for media buyers across the region. 

Part of the EMTEK Group since 2016, EYE Indonesia oversees the conglomerate’s OOH media division, offering customers a comprehensive range of OOH campaign options, including traditional and programmatic media placement on strategically located screens, as well as assistance with ad creative and tax permitting. 

By leveraging the Broadsign Platform, the company is able to deliver new capabilities for its media buyers, such as share of voice, impression-based buying, programmatic transactions, and more.

Among the EYE Indonesia OOH inventory powered by Broadsign is the company’s cutting-edge LED Videotron network, which is installed in high-traffic areas. From its urban centers to roadside installations, and screens in bustling public spaces, the network sets a new standard in outdoor advertising. 

Videotron’s vibrant, high-resolution displays give advertisers a powerful platform to showcase their brands, products, and messages. Using the Broadsign Platform, the Videotron network supports real-time updates and targeted content delivery, ensuring campaigns remain relevant and impactful. 

Recently, brand aggregator Tjufoo ran a successful campaign using EYE Indonesia’s Videotron network, generating significant engagement with consumers across Jakarta. Based on that campaign’s result, EYE Indonesia anticipates rolling out similar implementations for other brands in the region.

Livia Joehana, director at EYE Indonesia, said, “Our commitment to innovation, strategic partnerships, and personalized campaigns positions us as a trailblazer in the industry. Partnering with Broadsign has empowered us to deliver exceptional value to our advertisers, and we look forward to continued success together. We chose to partner with them due to their reputation for providing a comprehensive and reliable end-to-end solution. Our experience has exceeded expectations, with seamless ad management, real-time analytics, and a user-friendly interface.”

Meanwhile, Remi Roques, general manager for APAC at Broadsign, commented, “Indonesia is the fourth most populated country in the world, comprising hundreds of diverse communities that make for a truly unique advertising landscape. Digital out-of-home, in particular, is evolving rapidly in the region, driven by technology advancements that provide the ability to deliver personalised, contextual content, and this partnership will only help further the possibilities. We’re excited to be working with EYE Indonesia as it prepares for this next phase of growth and to ensure it has the flexibility and adaptability it needs to deliver new approaches to buying and securing OOH ad inventory so that clients can plan and execute more dynamic and impactful campaigns.”

Marketing today extends far beyond mere promotion; it has become a catalyst for transformative change, shaping actions that resonate beyond business realms to impact lives and the environment. Marketers are now recognising that they have the power to not only drive profitability but also push for initiatives that leave a tangible, lasting legacy of empowerment, resilience, and environmental stewardship.

For MARKETECH APAC’s latest Milestone Series, we spoke with Mediko Azwar, chief marketing officer of Bluebird, to talk about one of his greatest milestones — creating a positive impact through organising sustainable initiatives and training future marketing and business leaders. 

In this feature, Azwar shares his experiences and motivations in forwarding Bluebird’s sustainable mobility efforts and his journey as a marketing leader and professional coach. 

Driving the pillars of progress and change 

In 2021, Azwar joined Bluebird, an Indonesian transportation company based in Jakarta. The company is known for its blue taxis, which have become a distinguishable and arguably iconic symbol of transportation, adorning the busy streets of Jakarta and other big cities in the country. 

Bluebird has always been active in environmental, social, and governance (ESG) initiatives. The company runs various programmes aimed at improving the welfare of its stakeholders, including drivers, employees, and their families. These initiatives range from providing educational scholarships to offering driving training and engaging in environmental efforts like river cleaning. 

“Bluebird was founded over 50 years ago by a caring mother who instilled values of compassion into its operations. Over time, this caring ethos has driven Bluebird to make a positive impact on its community,” Azwar shared. 

However, back then, the company’s initiatives were fragmented. It wasn’t until 2022 when Bluebird officially consolidated its efforts under the ‘Sustainability Vision 50:30’, committing to reducing emissions and operational waste by 50% by 2030 and focusing on three main pillars: BlueSky, BlueLife, and BlueCorps. 

As the company’s CMO, Azwar has since been involved and has played a key role in Bluebird’s growing sustainable mobility initiatives. 

Under ‘BlueSky’, the company implements various initiatives to cut carbon emissions, like using electric and compressed natural gas (CNG) vehicles, embracing solar energy, such as the use of solar panels, and encouraging reusable water bottles to reduce operational waste. As a result of these efforts, Bluebird has now successfully reduced over 27,000 metric tonnes of carbon emissions and eliminated more than 1 million single-use plastic bottles.

In the ‘BlueLife’ pillar, the initiatives aim to create social impact for both internal and external stakeholders, empowering communities alongside strategic partners. This pillar has supported over 38,000 children of drivers and employees with scholarships, empowered over 1,000 wives and daughters through Kartini Bluebird, established the Bluebird Academy to enhance skills, and supported local taxis in Bandung and Yogyakarta for growth and resilience. 

Finally, under the ‘BlueCorps’ pillar, Bluebird prioritises the implementation of effective corporate governance and sustainable certifications, leading to recognition and awards for their endeavours.

Navigating the roads to sustainability

Implementing the 50:30 Sustainability Vision in Indonesia hasn’t been without hurdles for Bluebird. Despite sustainability being a global concern and focus, external factors like regulatory frameworks, awareness gaps, and cost considerations in Indonesia posed initial challenges to their efforts. 

According to Azwar, there is a need for government regulations to align more closely with sustainability programs. Furthermore, there is also an incomplete understanding within the sustainability ecosystem of its issues, on top of the high costs associated with sustainability efforts.

But aside from these external factors, Azwar also understands that internal education is necessary as well. As a publicly listed company, Bluebird’s journey to a greener future requires careful planning. This includes actively involving as many people in this effort, and understanding that promoting environmental sustainability is crucial for the business’s long-term success.

With their early adoption of electric vehicles (EVs) in 2019, Bluebird became the pioneer in sustainable mobility in Indonesia. By actively acquiring knowledge and optimising operational efficiency, the company is paving the way for a wider rollout of EVs. Recognising the cost barrier as well, they are actively seeking to bridge the gap and extend the experience of eco-friendly mobility to everyone.

“We firmly believe the transportation sector can be a powerful engine for progress, paving the way for a better quality of life. As a mobility solution provider, we’re unwavering in our commitment to running a sustainable transportation business. Our mission is to empower communities to join Bluebird’s zero-emissions journey, leaving a sustainable footprint on the planet together,” Azwar explained. 

Azwar further emphasised that Bluebird is strongly committed to enhancing community engagement for its Sustainability Vision programs and strengthening partnerships.

Bluebird’s Sustainability Vision unfolds across three phases: activate, impact-driven, and sustainable. 

As Bluebird transitions into the impact-driven phase of its Sustainability Vision, Azwar envisions a future marked by accelerated adoption of electric vehicles, enhanced infrastructure, and heightened community engagement.

Amongst the company’s targets include tripling the adoption of electric vehicles compared to 2023, solidifying an extensive EV infrastructure with public charging stations, and increasing solar panel capacity by 15% from the levels achieved in 2023. It will also extend its 3R practices to more operational areas to reduce waste.

Looking ahead, Azwar is also enthusiastic about the transitioning of BlueLife’s Kartini Bluebird program towards its impact-driven phase. The program aimed to empower drivers’ wives and daughters economically through free courses such as cooking and sewing classes, resulting in the creation of new entrepreneurs.

Marketing in the age of transformation

When asked what he thinks is ‘next’ for marketing in the transportation sector, Azwar believes that the transportation sector, particularly taxis, is undergoing a significant shift due to ride-hailing apps and the rise of micro-mobility options.

The prevailing trend in the category emphasises mobile-first marketing, featuring a user-friendly, well-designed app for booking, fare estimates, ride tracking, and other essential features. 

Despite the ease of access to services, Azwar made it clear that Bluebird’s focus remains on delivering a sense of trust and reliability through targeted marketing and loyalty programmes to retain customers and strategic partnerships.

Another upcoming trend for the category includes a focus on sustainability, seamless integration (such as multimodal options), data-driven personalisation (using advanced analytics to anticipate customer needs and provide highly personalised experiences), automated marketing, and immersive experiences.

With these trends, marketers in this sector need to stay agile and adapt to changing consumer preferences and technological advancements. For Azwar, Bluebird will continue to emphasise the unique value proposition of their services and continuously measure the effectiveness of their marketing campaigns, making necessary adjustments as needed. 

Personal passion and a lasting legacy 

Living by his personal mantra of #bebettereveryday, Azwar’s career and professional journey before he even joined Bluebird have been one for the books. 

Despite holding a double master’s degree in engineering, he decided to switch careers and enter the marketing industry, where he soon made a name for himself by crafting amazing stories for brands he had managed along the years. 

Amongst his remarkable achievements as a marketer include steering Garnier Hair Color to become a leading brand in modern trade within just three months of its launch, orchestrating Kotex’s ascent to becoming one of the top sanitary napkin brands for teens in under two years in a fiercely competitive market where the market leader held over 40% share, establishing Dulux as one of the leaders in the Indonesian market and setting new benchmarks for AkzoNobel globally, successfully carving the path of dual brand strategy for XL and Axis brands, contributing to Grab’s remarkable growth in Indonesia, and now, shaping Bluebird’s narrative.

Working on forwarding sustainable initiatives can be very difficult when it’s perceived solely as part of one’s job obligations. However, Azwar’s dedication to promoting sustainable mobility transcends professional obligations. 

Azwar’s actions are aligned with his life purpose and his commitment to effecting positive change both within Bluebird and beyond. 

He shared, “I have been trying to make an impact through what I do in life, both as a professional marketer and a professional coach. In this stage of my life, my primary focus is on nurturing and mentoring future business or marketing leaders, serving as a coach and mentor in the field of marketing leadership.” 

“As for Bluebird, where I have been active CMO for the past 2.5 years, I have been driven to transform the marketing organisation and hopefully also inspire larger organisations to sustain Bluebird growth and presence in the market, making Bluebird still a relevant and iconic brand in the upcoming years,” Azwar added. 

Reflections and aspirations throughout the journey

Azwar’s career epitomises evolution, resilience, and continuous learning. Being in the industry for such a long time, from FMCG to telecommunications to transportation, his trajectory underscores the importance of adaptability and growth.

In his journey of evolution as a marketer, he learned to embrace the constant flux in the marketing landscape. From FMCG to telco, his drive to adapt led him to continuously seek out new challenges and experiences, such as transitioning between industries and joining diverse companies, including startups and local businesses.

Azwar shared, “To stay relevant, I need to constantly adapt, learn new skills, and embrace new technologies to stay ahead of the curve. That’s why I continue to search for new challenges and experiences to become a ‘complete and robust’ marketer.”

Along the way, he has also celebrated numerous wins, from pioneering approaches in unconventional markets like feminine care despite being a man to conceptualising and executing innovative strategies for brands like Dulux and Grab, where he has constantly pushed boundaries to exceed expectations.

And as much as there are highs, Azwar also learned to embrace setbacks, encouraging his team to experiment and learn from calculated mistakes, fostering a culture of growth and resilience.

With a focus on continual learning, Azwar has also never stopped learning and keeps himself updated on the latest marketing trends and technologies like AI, mar-tech tools, modern PR, and new social media platforms. This is to demonstrate his commitment to growth for both himself and his team.

Furthermore, he had embraced a leadership style centred on empowerment rather than control. 

“I started as a market researcher, then learned brand management and always tried to deliver beyond expectations. That mindset has helped me become a marketing leader. I didn’t stop there; I learned to become a coach so I can be a better leader who empowers and inspires others,” he shared. 

Beyond mere advertising, like making cool ads or campaigns, Azwar believes in the broader impact of marketing, striving to align efforts with business objectives while also contributing to brand reputation, customer experience enhancement, and social responsibility initiatives across brands like Kotex, Dulux, XL, Grab, and now Bluebird.

As he imparts his wisdom to future leaders, Azwar emphasises purpose-driven leadership, a learning culture, and perpetual growth.

He hopes for future leaders to embrace the challenge of the ever-changing marketing landscape, viewing it as an opportunity for continuous learning and growth. He reminds leaders to lead with purpose by aligning marketing efforts with the company’s broader vision and social impact, fostering a learning culture where team members feel empowered to take risks, experiment, and learn from failures, and remember that the journey of a marketer is lifelong. 

And lastly, he wants to remind future leaders to never stop growing, continue to stay passionate about the field, and eagerly embrace the challenges and opportunities ahead.

With a positive outlook on what lies ahead of him, Azwar ends by sharing his future plans upon reaching this milestone in his life and career as a professional marketer. 

“At this stage of life, I now focus more on creating future business leaders as CMO of Bluebird and also as a professional coach. I want to become the catalyst for future leaders to be the best versions of themselves. Marketing is now a hobby, while coaching becomes my new passion,” he concluded. 

This piece is published under MARKETECH APAC’s content series ‘Milestones’, which celebrates the different milestones and achievements of industry leaders across the Asia-Pacific region. Please reach out to [email protected] for more information.

Jakarta, Indonesia – Dentsu Indonesia has announced the appointment of Anwesh Bose as chief growth officer, effective immediately.

In his new role, Bose will spearhead growth initiatives and foster collaboration across units to identify market opportunities that will propel dentsu Indonesia and its clients to achieve the next phase of growth.

Bose brings over a wealth of experience as an advertising veteran, with a proven track record of growing brands in Indonesia and India. His extensive background includes serving as president director at Havas Group Indonesia, senior vice president at DDB India, and chief growth officer – media at dentsu media India.

He has also held leadership positions at ad-tech companies, such as Supermom Business and Whisper Media. Prior to rejoining dentsu, Bose also served as president director at The Academy Consulting.

Talking about his own appointment, Bose said, “It is an honor for me to return to dentsu, where we are committed to driving growth and innovation for marketers in Indonesia. I’m in awe of the talents and capabilities across Creative, Media, CXM that dentsu has, as well as the impressive achievements that the dentsu team have brought. I eagerly anticipate unlocking new possibilities with our expertise in data, commerce, content, and influencer marketing.”

Meanwhile, Elvira Jakub, CEO of dentsu Indonesia, commented, “We have made steady progress thus far, and by strategically appointing a senior leader with extensive experience like Anwesh, we are charting our path forward to continue helping marketers unlock new opportunities and navigate the evolving marketing landscape. Anwesh will also be instrumental in leading dentsu Indonesia’s growth through transformation and integration of our emerging service lines. I’m brimming with excitement and optimism for the incredible phase that lies ahead.”

Notably, this appointment comes after Elvira Jakub’s appointment as dentsu Indonesia’s new CEO.

Jakarta, Indonesia – Global integrated communications firm, Edelman appointed Nia Pratiwi as managing director for its operations in Indonesia, poised to partner with the firm’s clients to navigate and enhance their organisational and brand reputations in today’s increasingly complex environment, signifying a strategic step towards growth and expansion. 

Pratiwi is a seasoned industry specialist with over 20 years of experience in corporate communications, public affairs, and government relations. Having held leadership positions at renowned firms such as Burson Cohn & Wolfe, Burson Marsteller, Fleishmann Hillard, and Pfizer, she will now steer Edelman Indonesia’s next stage of strategic business growth in the rapidly growing, vibrant socio-economic climate of Indonesia.

Commenting on the appointment Warren Fernandez, CEO, Edelman APAC, said, “Indonesia’s economic growth story continues to draw interest around the world and remains core to Edelman’s growth for the region. We are excited about the many inspiring Asian hero business stories coming out of Indonesia.”

Speaking on her own appointment Pratiwi commented, “I am truly excited to be a part of Edelman Indonesia,” she stated. “With the group’s industry-leading position, Edelman is well-positioned to provide clients with exceptional results and continue to stay ahead of the industry.”

In her remarks she commended Edelman’s consecutive wins of the Campaign ‘PR Agency of the Year’ award for three years, underscoring the team’s dedication to excellence.“I’m amazed at how the firm continues to retain its Campaign ‘PR Agency of the Year’ title now three years in a row, a true testament to the team’s determination and resolve to be the best-in-class.

Edelman is credited for over two decades of industry leading research on public trust in societal institutions with the Edelman Trust Barometer Pratiwi’s appointment is effective immediately, signalling Edelman’s commitment to strengthening its presence and capabilities in Indonesia’s vibrant market.

Kuala Lumpur, Malaysia – PR agency Mutant has announced the appointment of Renny Rengganis and Charmaine Goh as directors in Indonesia and Malaysia, respectively, growing the agency’s leadership team and capabilities across the region.

These appointments come with Mutant’s growth of its regional headcount from 31 to 50 in the past year, driving the need for fresh senior veterans to lead its growing team.

Rengganis joins Mutant Indonesia with 17 years of experience, having previously led successful communication campaigns for brands such as X (formerly Twitter), Smartfren Telecom, Frisian Flag, and Unilever Citra Body Lotion.

Goh on the other hand, brings over a decade of experience to Mutant Malaysia, having worked with global brands, such as Diageo, Michelin Guide, Sony Pictures, Nestlé, Heineken, Philips, and adidas.

Renngganis, who has previously held roles at Edelman Indonesia, Zeno Indonesia, Burson Cohn and Wolfe Indonesia, will report to Indonesia country manager, Tanya Tresnasari, whilst Goh, who was previously senior account director at ROOTS PR, will report to Malaysia country manager, Archana Menon.

Talking about her appointment, Rengganis said, “Mutant has swiftly established a solid reputation for itself and I’m excited to join forces with the talented team to craft extraordinary results for the clients.”

Goh also added, “I look forward to leading our talented team in delivering innovative and impactful solutions for clients as we continue to navigate the dynamic media landscape in Malaysia.”

Meanwhile, Joseph Barratt, CEO of Mutant, commented, “These senior hires reflect our commitment to the Malaysia and Indonesia markets, which have shown significant growth in the past year, even with economic odds stacked against them. In this demanding environment, the bar for communications is higher than ever – and delivering world-class work takes world-class people and that’s exactly who Charmaine and Renny are.”

Jakarta, Indonesia – Global marketing and advertising agency dentsu has appointed Elvira Jakub as CEO of dentsu Indonesia, taking over the baton from Prakash Kamdar, who has led the network’s Indonesia business since February 2022.

In her new role, Jakub will be delivering growth to dentsu in the Indonesian market, and will be supporting the growth of Indonesia’s digital economy and in uplifting the communities within it. 

Jakub enters her role as a  marketing transformation veteran with over 23 years of experience in the Indonesia market. She joins dentsu from Google where she was head of industry, helping traditional businesses in auto and tech/telco thrive during and post-pandemic through innovative transformation.

Speaking on her appointment, Jakub said, “Indonesia’s market is rapidly evolving, and our clients need adaptable, integrated solutions to meet their business goals. I am thrilled to join dentsu Indonesia at this pivotal moment. Our team has been pioneering an integrated approach to creative, media, and CXM, empowering our clients to become innovation powerhouses in the ever-evolving marketing landscape.”

“I am grateful to be taking on the helm of dentsu Indonesia from what Prakash has built with the entire team here and I look forward to charting new grounds with the foundations that have been laid,” she added.

When it comes to leading a strategic communications company, many might think that the ones at the helm tend to implement a convoluted formula for success, or a complex strategy to ensure effectiveness, but sometimes that isn’t usually the case, especially for Maverick Indonesia, one of Indonesia’s most prominent public relations and communications agencies.

For Ong Hock Chuan, Maverick Indonesia’s co-founder and managing partner, there is no exciting secret or formula to successfully lead an agency like Maverick. Instead, he only emphasises that leading is not an easy task, in which he stresses that one must simply lead and work with meaning and fulfilment.

“When my partner and I started Maverick in 2002, we were disillusioned from working with a multinational marketing communications group where they paid lip service to its people but worked them like they were cogs in a money-making machine. There was also a lot of emphasis on praising busyness, which never resulted in any impact to the client’s business”, said Ong when he recalled the challenges that he faced as a leader.

Realising this, Ong, alongside Maverick Indonesia, decided to make a shift towards changing how they operate, prioritising principles that allows their employees and teams to do meaningful and satisfying work.

A different perspective in finding meaning

In applying meaningfulness to everything that they do, Ong says that they always strive to explain why whatever they were doing was meaningful to them and their clients. However, this only sounds great in theory since clients can be unpredictable and it can sometimes be hard to get anything substantial from what they demand.

To get something out of these situations, Ong explained how it can still be seen as meaningful, since the work done within it will lead his team towards developing their skills to prepare for the time wherein work can be substantial.

“With this principle in mind, 80% of the work you do is unlikely to be very meaningful, but it keeps you in play and offers you a chance to hone your skills and achieve mastery in the art and science of PR for that 20% of the time when the right client comes along. And then, Bam! Great fulfilment as all that you’ve learned comes together in work that makes a real difference to the client’s business”, said Ong.

Knowing and cultivating agency values

Aside from meaningfulness, Ong also focuses on the importance of knowing their own value, and being good enough to match the standard associated with it. In this regard, Ong also says that this value also has to demand respect from clients in order for teams to achieve proper results.

“If we are good enough, we should expect the respect and treatment that comes with being a professional and a strategic advisor. We try our best but if clients are disrespectful or unethical we walk out on them. Life is too short to languish in a toxic relationship if you’re out to make a difference”, Ong remarked.

In improving their skills and value as an agency, Ong also talked about the principle of being creative in all that they do, combining clever ideas with a sound strategy to deliver quality work.

Expounding on this, Ong shared, To flesh out this principle, we spend huge resources in time and investments to give consultants the knowledge and tools to be impactfully creative. We run internal courses all the time that touch on systems vs inductive thinking, behaviour science, the Trivium of classical education and ways of coping with new technology.”

Success through attaining balance

Lastly, Ong puts the spotlight on the importance of balance, as Maverick Indonesia allows for employees to pace themselves in work, as well as to get a life outside the office as they can perform effectively as consultants if they have the networks as well as the rich and varied experiences that only a life outside can bring.

“One way we encourage this is to offer those who have worked for us for a year a Persona Development Fund, that is usually equivalent to a month’s salary, to travel somewhere they haven’t been before or to learn something that has nothing to do with work”, Ong specified.

Talking about these principles, Ong commented, “Implementing these principles has helped us build Maverick to what it is today but it wasn’t easy. There have been many times when they seemed not to yield any results, times when we felt that they have not contributed an iota to our ability to retain staff. During bad years we wonder if they unnecessarily sap our energy from more direct money-making, client-acquiring efforts.”

“But we stuck with them because we felt that they were our salvation from running a meaningless money-making machinery. And I’m glad we did because Maverick today has, through much trial and error, managed to train and grow a new generation of leaders ready to take over the helm and take it to what we hope is the next level”, he concluded.

With INNOCEAN’s name being derived from the phrase ‘Ocean of Innovation’, it comes as no surprise that Chow Kok Keong, Innocean Indonesia’s chief creative officer, leads his team of creatives by cultivating an agency ecosystem that thrives on out-of-the-box thinking and bold ideas.

“Embracing the mantra of unlearning and learning, I always push my team to stay at the forefront of the industry and embrace new technologies to ensure our campaigns remain cutting-edge, fresh, and impactful,” said Chow.

As a creative leader who seeks to set their agency apart in an industry full of ideas, Chow has a unique way of encouraging his team members to think creatively, embrace diverse perspectives, and take risks rather than playing it safe.

Consistently staying out-of-the-box 

As the industry always demands fresh and unique ideas for new campaigns and initiatives, one of the biggest challenges faced by creative leaders is to always ensure that their team always has the creative direction to tackle a multitude of situations. Chow approaches this by seeing it as a challenge with a solution, and not a struggle. 

“Every challenge comes with a solution when we keep pushing ourselves and never give up until we find a way to overcome it”, Chow mentioned. 

As chief creative officer, Chow says that his role is to provide his team with clear creative directions when they are stuck in a rut when it comes to ideas. Additionally, he pushes his team to not settle for anything that they are too comfortable with.  

With this in mind, one of Chow’s strategies to drive creativity in the workplace is to include internal sessions among his team members on ‘Trend & Knowledge Sharing’ to always stay relevant on what’s new within the industry, and holding an ‘Open Brief Challenge,’ to allow collaborative effort between multiple entities to come up with a collective solution to the client’s demand.

Going into more detail, Chow remarked, “I conduct idea reviews every two weeks and regularly participate in brainstorming sessions with the team. Consequently, the best ideas will be produced and submitted to award shows, where exposure and involvement serve as the best rewards and motivation for the team members to stay passionate in their creative work.”

Creating memorable, iconic campaigns

With his style of leadership, Chow and his team always strive to make sure that they always put the similar creative intention and passion into every brief, as they see it as a significant opportunity for them to showcase their skills and make themselves proud of their work, regardless of how big or small the projects are.

When asked about the most memorable projects that he led as CCO, Chow said that he really appreciated doing Hyundai’s U17 project, which was a campaign that supported young football players in terms of transportation during the U17 FIFA World Cup in Indonesia.

“There are several projects that we produced in 2023 that I like, and one of them is the Hyundai U17 project where we believe every young footballer deserves an opportunity to shine. Hence, we empowered the youth with a series of programmes to inspire them to be champions of tomorrow for the nation,” he explained. 

Furthermore, another major project that Chow shared was the ‘Anti-Hate Keyboard,’ which was actually a campaign for corporate social responsibility(CSR) which helped raise awareness and stop cyberbullying through a creative way of modifying gaming keyboards.

“I am proud of the Anti-Hate Keyboard, a CSR project that stopped cyberbullying through innovation by reprogramming the firmware of the gaming keyboard. When bullies type out insulting words, the keyboard automatically swaps the negative words for positive ones”, added Chow.  

A rising force of creativity in Indonesia 

Founded in 2020, INNOCEAN Indonesia has seen its fair share of milestones and successes. On the creative side of things, Chow admits that there are still several things that they need to improve on to always stay on top of the industry, but there is no denying that Chow’s leadership contributes greatly in always pushing the agency to that goal. 

“Over the past 18 months, through the collaborative effort of my creative team, along with the unwavering support and guidance from our APAC regional CEO, James Lee, we’ve achieved several milestones.” 

“Although our creative output isn’t perfect yet, it has significantly improved, and we remain committed to pushing for even greater creativity. Additionally, we successfully secured new business through pitches and earned recognition in creative award shows, both regionally and globally,” concluded Chow.