Tag: Indonesia

As we dive into the fast-changing world of marketing in 2024, it’s clear we’re in for some big shifts. Tech is advancing faster than ever, people’s buying habits are constantly evolving, and major global events are influencing how brands connect with audiences. 

With all these moving pieces, it’s more important than ever for marketers to stay ahead of the curve and think strategically about what’s next. In a time when change is the only constant, discussions about the future of marketing aren’t just helpful—they’re essential to staying relevant and competitive in this unpredictable landscape.

At MARKETECH APAC’s recently concluded What’s NEXT in Marketing: Indonesia 2024 conference, the event–being the inaugural conference of the series and the first one in Indonesia–saw fruitful discussions and presentations on the future of marketing innovation and trends which can be used to transform marketing campaigns and the way brands engage with their audiences and drive success in the local market.

For the morning part of the conference, attendees were treated to a range of discussions from data-driven personalisation strategies, reimaging CX in the age of AI and taking advantage of omnichannel strategies, as well as how to properly leverage neuromarketing in digital marketing properly.

The speakers for the morning session included:

  • Kelvin Hong, Director of Brand Marketing at A&W Restaurants Inc.
  • Mediko Azwar, Chief Marketing Officer at Blue Bird Group
  • Ilham Pratama, Head of Marketing at Chery Motor
  • Daniil Pisarenko, Country Manager at Go Mobile
  • Asnawi Jufrie, Vice President & General Manager of Southeast Asia at SleekFlow
  • Hetarth Patel, Vice President – Growth Markets (MEA, Americas, APAC) at WebEngage

Meanwhile, the afternoon part of the conference focused on navigating marketing strategy evolution with generative AI, the role of consumer insights in redefining marketing strategies, digital advertising strategies to retain audiences, and the future channels and trends shaping digital marketing strategies.

The speaker lineup for the afternoon part of the conference includes:

  • Edo Damara, Director of Sales & Marketing at ASTON Priority Simatupang Hotel & Conference Center
  • Irfansyah Kurnia Putra, Country Head of Marketing at IKEA
  • Sawitri Soedarno, Country Head Marketing Indonesia at Jobstreet by SEEK
  • Gaurav Gupta, Chief Marketing Officer & Integration Leader at Kimberly-Clark
  • Herni Wijaya, Chief Growth Officer at Leverate Group
  • Alexander Christian, VP of Marketing and Partnership at LinkAja
  • Nachiket Desai, Country Director, Indonesia at M&C Saatchi Performance
  • Munas Van Boonstra, Managing Director, Southeast Asia at Monks
  • Mahesh Agarwal, Managing Director and Co-Founder at Neurosensum
  • Yosua Tanuwiria, VP Marketing at Pluang
  • Dedy Purwanto, Head of Marketing, Finance and Strategy at Quipper
  • Ryan Dwana, Former Head of Marketing at Reku
  • Bharat Buxani, Senior Vice President Marketing at Rumah123
  • Irene Janti, Country Director of Brand & Marketing | Executive Committee at The Ascott Limited

The conference also included roundtable discussions, which allowed attendees to connect with industry peers, share valuable insights, and explore key marketing topics shaping the future of the industry which include content marketing, customer engagement, customer experience, customer Insights, data & analytics, generative AI, influencer marketing, omnichannel marketing, and performance marketing./ima

Moderating the sessions included:

  • Nanang Siswanto, Marketing Director at Agrinesia Raya
  • Bimo Darmoyo, Country Director – Commercial & Strategy at Cove
  • Boby Hermawan, Head of Digital Marketing at Koltiva
  • Jean Cabico, Regional Producer at MARKETECH APAC
  • Katherine Sy, Regional Head of Content at MARKETECH APAC
  • Munas Van Boonstra, Managing Director, SEA at Monks
  • Mahesh Agarwal, Managing Director & Co-Founder at Neurosensum
  • Erlangga Pribadi, Enterprise Account Executive at Sleekflow
  • Rizqi Iznurhadi, Marketing Strategist at Sleekflow
  • Anky Andikara, Sales Lead Indonesia at Telesign
  • Hetarth Patel, Vice President – Growth Markets at WebEngage

MARKETECH APAC’s first-ever “What’s NEXT in Marketing” conference in Indonesia was made possible by sponsors Sleekflow and iDA by Indosat Business, as well as event partners Digital Ark Creatives, Go Mobile, Neurosensum, Telesign, and WebEngage.

The conference was attended by 190 delegates representing brands from Ace Hardware, Alamii Foods, Allo Bank, Astra Financial, Bank Jago, Bank Mega Syariah, BCA Digital, Citilink, Danone Indonesia, Evermos, Homwell Indonesia, Jagadiri, Kanmo Group, Kimia Farma Apotek, Kredivo, MODENA, Prudential Life Insurance, Watsons, amongst others.

Joven Barceñas, founder and CEO of MARKETECH APAC, expressed his appreciation for everyone who attended the recently concluded conference, emphasising the significance of driving key discussions for the marketing industry this year and beyond.

“Leading meaningful discussions for the marketing industry has never been more crucial, especially in a year marked by rapid change and new challenges. Your engagement and insights make all the difference as we work together to shape the future of our field, drive innovation, and create lasting impact in the region and beyond,” he stated.

The conference is part of a five-part conference series, with the subsequent conferences listed as follows:

For sponsorship opportunities, please contact Joven Barceñas at [email protected].

For speaking opportunities for these conferences, contact Katherine Sy at [email protected]; and for registrations, reach out to Hans Policarpio at [email protected].

Indonesia – Indosat Ooredoo Hutchison (IOH or Indosat) and Ericsson have launched the world’s first full-stack digital monetisation platform (DMP), marking a major step in Indonesia’s telecom digital transformation.

The DMP stack enabled a seamless migration of prepaid subscribers. As the first of its kind, the platform—part of Ericsson’s Telecom Business Support System (BSS)—empowers Indosat to enhance digital services, including 5G readiness and advanced B2B solutions.

With real-time monetisation, the platform empowers Indosat to meet diverse customer needs and opens doors for new business models that leverage 5G advancements—such as network slicing—to deliver customised connectivity for both consumer and enterprise markets.

Designed to serve around 100 million Indosat subscribers, the DMP achieved a key milestone with the seamless migration of millions of prepaid users in just 18 days, including an intensive, disruption-free 48-hour period.

Vikram Sinha, president director and CEO of Indosat Ooredoo Hutchison, said, “The successful deployment of the DMP was a testament to the spirit of ‘Gotong Royong’—a collaborative effort uniting all stakeholders toward our common goal. This partnership with Ericsson will assist Indosat to elevate the quality of services and provide a marvellous experience to our customers. Through real-time monetisation and a highly adaptable platform, we are enabling new business models that will fuel growth across the industry.”

Krishna Patil, president director of Ericsson Indonesia, also commented, “As a global ICT leader, Ericsson is committed to supporting Indosat in enhancing its digital offerings by providing the latest innovations with world-class technology. We are confident that, by deploying a full-stack DMP, Indosat can improve customer services while ensuring a smooth transition to the 5G network. Our long-standing partnership supports Indosat’s transformation and accelerates digitalisation across the country.”

This partnership supports Indosat’s mission to empower Indonesia by raising telecom standards, promoting economic growth, and enabling real-time monetisation to drive industry progress. By building a resilient, efficient telecom infrastructure, Indosat is strengthening digital inclusion and advancing connectivity nationwide.

Alongside the DMP launch, Indosat and Ericsson also signed an MoU at Innovate Asia 2024 to co-develop AI and ML innovations within the DMP and BSS ecosystems, aiming to accelerate monetisation, reduce time-to-market, and boost revenue growth with advanced AI-driven products.

Indonesia – Just days after Indonesia barred sales of Apple’s iPhone 16, Google’s smartphones have also reportedly been banned from sale in the country due to local content regulations.

According to a Reuters report, Indonesia blocked sales of Google Pixel phones, citing the company’s failure to meet regulations requiring that at least 40% of components in smartphones sold domestically be locally manufactured.

“The local content rule and related policies are made for fairness for all investors that invest in Indonesia and for creating added value and deepening the industry structure here,” Industry Ministry spokesperson Febri Hendri Antoni Arief told local reporters, according to TechCrunch. 

“We are pushing these rules so that there’s fairness for all investors in Indonesia. Google’s products have not adhered to the scheme we set, so they can’t be sold here,” Hendri stated. 

Google stated that its Pixel phones are not officially distributed in Indonesia, according to Reuters’ report.

This news comes shortly after Indonesia also banned commercial sales of Apple’s iPhone 16 in the country for the same reason.

As with the iPhone 16, consumers in Indonesia can still purchase Google’s Pixel phones from overseas, though the ministry warns they must pay applicable taxes. Additionally, any illicitly sold devices will be deactivated.

Indonesia – The Indonesia Investment Authority (INA) and multi-asset investment firm Granite Asia (formerly GGV Capital Asia) have formed a strategic partnership to drive digital transformation and stimulate growth within Indonesia’s rapidly expanding technology ecosystem. 

In a joint statement, INA and Granite Asia announced that their partnership has been formalised through an Investment Framework Agreement (IFA), enabling both firms to deploy up to US$1.2b into targeted investment opportunities that align with their shared strategic priorities.

The investments will include both equity and hybrid capital solutions, with a strong focus on Indonesian businesses and companies with deep connections to Indonesia—either through established operations or by introducing technologies designed for long-term benefit to the local market.

Additionally, this multi-asset approach allows INA and Granite Asia to provide customised financing solutions for businesses at different stages of growth, fostering innovation while maximising risk-adjusted returns for investors.

Leveraging both equity and hybrid capital, the partnership seeks to meet financing needs that extend beyond conventional bank loans—particularly for tech-driven companies requiring flexible, customised capital solutions, as well as traditional businesses navigating technological transformation and sustainable growth initiatives.

The partnership between INA and Granite Asia highlights their mutual commitment to fortify Indonesia’s tech sector by equipping businesses across various industries with the capital and resources needed to facilitate digital integration and introduce advanced technologies into the country.

Ridha Wirakusumah, CEO of INA, expressed, “Engaging in partnership with Granite Asia, a prominent investor with a distinguished 24-year track record at the forefront of technology investing, aligns with our strategic sector focus in digitalisation and digital infrastructure. Their deep expertise in both technology and tech-enabled businesses aligns closely with INA’s strategic priorities of fostering innovation and driving sustainable growth within Indonesia.”

“This partnership will enable us to introduce transformative technologies to Indonesia, facilitating the digital transformation of key sectors and strengthening the broader technology ecosystem. Together, we aim to lay a strong foundation for Indonesia’s future by bringing forward the best global innovations that will contribute to the country’s long-term economic development,” Wirakusumah added. 

Also speaking on the partnership, Jenny Lee, senior managing partner of Granite Asia, said, “This collaboration with INA presents a unique opportunity for us to combine Granite Asia’s global expertise in technology investing with INA’s deep local insights and strategic vision for Indonesia. We recognise the immense potential of Indonesia’s rapidly evolving economy and technology ecosystem and are excited to partner with INA to help accelerate this transformation.”

“By leveraging both equity and hybrid capital solutions, we can offer tailored financing that meets the diverse needs of businesses at various stages of their technology journey. Together, we will drive innovation, foster sustainable growth, and unlock long-term value for Indonesia’s economy, helping to position the country as a leader in the region’s technology-driven future,” Lee further elaborated. 

This strategic collaboration demonstrates INA’s commitment to driving innovation and digitalisation by partnering with global investors to sustainably meet Indonesia’s capital needs. It reflects both firms’ dedication to unlocking the potential of Indonesia’s economy, ensuring the country remains competitive in an increasingly technology-driven global landscape.

Indonesia – Malaysia’s state energy firm, Petronas, announced plans for an “aggressive” expansion in Indonesia, aiming to establish an operational hub in East Java and invest in exploration across the country’s remote eastern regions, according to the company’s Indonesia head. 

Yuzaini Md Yusof, Petronas’s head in Indonesia, stated that recent regulatory reforms facilitating energy project development have encouraged the company’s expansion efforts, Reuters reported.

Petronas currently operates four oil and gas blocks in Indonesia, three of which are in East Java in the western part of the archipelago, and holds participating interests in several additional projects. 

Yusof also reportedly noted that they aim to establish a hub in East Java by connecting production sites and integrating logistics facilities for its three operations in the region. 

“Our first strategy is to grow bigger in the East Java area. And the next long term plan is for us to expand our business portfolio in eastern Indonesia,” Yusof told Reuters. 

East Java stands to benefit from a pipeline project set for completion in December 2025, which will connect supply from the island’s eastern region to demand centres in the densely populated west. Petronas is eager to expand its operations in alignment with this development.

In the meantime, Petronas is still in the exploration phase of its North Ketapang block, and it anticipates first oil production from the Hidayah field in the North Madura II block by 2027. Additionally, the company is developing a new gas field within the Ketapang block.

“With that connection of this infrastructure project, it has created attractiveness for the operators and companies that are working in the East Java area,” Yusof said.

Petronas’ expansion plans follow the recent inauguration of President Prabowo Subianto’s administration, which has pledged to strengthen energy development in Indonesia to reverse a decades-long decline in production by the former OPEC member.

In eastern Indonesia, Petronas holds a 15% stake in the Masela gas project and, earlier this year, signed a production-sharing contract for the Bobara block off the coast of West Papua, according to Reuters.

The Bobara block, estimated by the government to contain 6.8 billion barrels of oil equivalent, will mark Petronas’s first deep-water project in Indonesia as an operator. Yusof also reportedly said that Petronas is exploring the possibility of bringing in a partner for the project. 

“These two block acquisitions reaffirm our commitment to unlocking the potential in the eastern Indonesia area, where most of that area is frontier, which is very high risk and not many operators have gone through,” Yusof explained to Reuters. 

Indonesia – Apple has reportedly been barred from marketing and selling its new iPhone 16 in Indonesia due to non-compliance with local investment regulations.

According to a report from Bloomberg, Indonesia’s Ministry of Industry has blocked the domestic sale of the iPhone 16, citing PT Apple Indonesia’s failure to meet the country’s 40% local content requirement for smartphones and tablets.

To meet Indonesia’s local content requirements, Apple must invest in the country. Additional strategies include sourcing materials locally and employing Indonesian workers.

However, in early October, a ministry spokesperson disclosed that Apple had invested only 1.5 trillion rupiah ($95 million) in Indonesia, falling short of its pledged 1.7 trillion rupiah.

Notably, Apple has established four developer academies in Indonesia instead of setting up a manufacturing facility. However, in April, CEO Tim Cook mentioned that the company was exploring the feasibility of local production.

The ministry disclosed that approximately 9,000 iPhone 16 units have entered Indonesia, brought in by travellers or delivered by post. While these devices are permitted for personal use, they are strictly prohibited from being sold commercially.

Although purchasing the iPhone 16 from abroad is an option, Bloomberg noted that this path may be challenging for Indonesian buyers. Since 2020, Indonesia has required all phones bought overseas to be registered with the government and subjected to a significant tax.

The ministry also clarified that Apple’s older products remain available for sale in Indonesia. 

Indonesia – Unilever is set to implement strategic adjustments to its categories, channels, costs, and organisational structure as part of its recovery strategy in response to business challenges in its Indonesia unit.

In its recent year-to-date (YTD) results for September 2024, Unilever Indonesia acknowledged ongoing business challenges and outlined key strategies aimed at strengthening the company’s foundation for future growth.

The company emphasised that, “despite facing headwinds,” it maintains a significant market share and leads in 13 categories, highlighting the enduring consumer preference for its products.

According to the company’s official report, the company plans to strengthen their power brands and portfolios by introducing new product formats that have resonated with consumers.

Unilever will also transform its distributive trade and stock management, optimise promotions to maintain competitiveness, and enhance its social media presence. Additionally, it will reassess costs, enhance efficiency and resource allocation, and redirect investments toward strategic priorities. 

The company further bared plans for enhancing their organisational structure, including changes in their leadership level, to ensure that “the business is always well-prepared for future challenges and opportunities.”

In a statement, the company wrote, “We are undergoing a complete transformation and driving operational improvements that will take some time, at least until the first half of next year. That being said, we fully believe that this is the right thing to do and, in our ability, to turn around the performance. Again, we are committed to emerging stronger, or resilient, and well positioned to seize future opportunities.”

These ‘drastic’ strategic changes come as Unilever in Indonesia reported an 18% revenue drop in the third quarter, primarily due to a decline in sales volumes. 

According to a report by Reuters, the company is facing challenges following a recent consumer boycott of multinational brands, sparked by public response to the ongoing Gaza conflict. 

In the report, Unilever first disclosed in February that fourth-quarter sales growth in Southeast Asia had been impacted by Indonesian consumers boycotting multinational brands in reaction to the Middle East’s geopolitical situation.

CEO Hein Schumacher recognised these “long-standing issues” in the country, stating that Unilever is implementing “significant interventions” in Q3 and Q4 in Indonesia, though he cautioned that these efforts will not produce immediate results in the next quarter.

Meanwhile, chief financial officer Fernando Fernandez told analysts that the company aims to make its brands “more contemporary” in response to “significant societal changes.” He is expecting that these efforts would yield improvements within the next six months.

Fernandez also said that a revamp of the distribution system is currently underway to stabilise prices, noting that the group’s efforts are already “yielding some results.”

“We have been recovering part of the share losses we suffer due to the consumer backlash that is related to the geopolitical situation in the Middle East; we have recovered around one quarter of the share losses,” he said to Reuters. 

In its YTD September 2024 results, Unilever reported a 9.9% year-on-year decline in domestic revenue, attributed to price instability and reduced customer stock in Q3. Although the company’s market share remained stable in 2024, it is still below the YTD October 2023 level.

“We are undertaking necessary adjustments, from refining our product offerings to strengthening our operational efficiency, with a long-term perspective guiding these actions. While the impact of these actions will take time, I am confident in our ability to recover and return to growth. We are committed to emerging stronger, more resilient, and positioned to seize future opportunities,” Benjie Yap, president and director of Unilever, said in a statement.

Indonesia – Leo Burnett Indonesia has launched the inaugural Portfolio Night in Jakarta, offering aspiring young creative talents a unique opportunity to connect and engage with creative leaders from the country’s well-known agencies.

Now in its 21st year, Portfolio Night is a global portfolio review event held in over 70 countries, powered by dedicated host partners in each city. At the Jakarta event, young creatives received in-depth portfolio reviews from industry leaders, gaining valuable advice to boost their creativity and kickstart their careers.

“Never before have young creatives in Indonesia had the chance to meet so many creatives at once and the opportunity to learn from the best. As an agency that supports the industry’s transformation through the development of aspiring creatives, Leo Burnett Indonesia is committed to hosting Portfolio Night, with the ambition that it becomes a major force in shaping the future of creativity in Indonesia,” said Sony Nichani, CEO of Publicis Groupe Indonesia. 

Jakarta’s inaugural Portfolio Night brought together creative leaders from top agencies, including Leo Burnett, Accenture Song, TBWA, seleBRasi Kreatif, Dentsu, Jelly Agency, FCB, MullenLowe Lintas, Pinc Group, Inner Circle, Future Creative Network, Moonfolks, Tu7uH Creative Lab, Fortuna, and Gojek. These experts shared invaluable insights with young creatives before voting on their favourite portfolios.

Mudit Trevedi, managing director at Publicis Groupe Indonesia, elaborated, “Jakarta’s advertising industry is relatively young, so there aren’t many opportunities for creative students to interact within the industry and learn from established creatives. By bringing Portfolio Night to Indonesia, Leo Burnett Indonesia hopes to shape a generation of creatives who are passionate about world-class creativity and hungry to make transformative work for the country’s best clients.” 

Jakarta’s Portfolio Night, organised by The One Club for Creativity, drew over 75 participants, with Sayid Muhammad earning the top-scoring portfolio. Sayid will advance to Portfolio Night’s global All-Stars program, a virtual competition in January 2025, where All-Stars will compete for a chance to attend The One Club’s Creative Week in New York in May 2025.

Ravi Shanker, chief creative officer at Leo Burnett Indonesia, shared, “Sayid is special. His work demonstrates modern and bold ideas and a non-traditional approach to thinking. The ideas vary from product concepts to gadgets and skins for games, all with powerful insights. Most importantly, his attitude towards learning more, winning more, and doing more makes him a true winner.” 

Jakarta, Indonesia – Indonesia has requested that Alphabet’s Google and Apple remove the Chinese fast fashion e-commerce platform Temu from their app stores in the country to prevent it from being downloaded, a government minister announced on Friday via Reuters. 

The decision aims to protect local small and medium-sized enterprises (SMEs) from the influx of cheap products offered by PDD Holdings’ Temu, according to Communications Minister Budi Arie Setiadi, although there have been no recorded transactions by Indonesian users on the platform so far.

Temu’s rapid expansion has drawn attention in several countries due to its low-cost business model, which involves shipping products directly from factories in China to customers. Budi criticized this approach, calling it “unhealthy competition” because it significantly undercuts prices. 

“Our priority is not to safeguard e-commerce platforms, but to protect our small and medium businesses. We have millions to look after,” he stated.

The Indonesian government also intends to block any potential investment by Temu in local e-commerce, should such plans arise, Budi added, noting that no such proposals have been made yet. 

Additionally, the government is considering a similar request to block the Chinese shopping service Shein.

It should be noted that the Indonesian government has blocked Temu to protect SMEs, with another one update being Bukalapak denying reports of Temu acquiring them to boost the popular e-commerce app’s expansion in Indonesia.

Singapore – French-Italian regional aircraft manufacturer ATR has launched a series of videos to promote Indonesia while highlighting the importance of regional air connectivity within the country. 

The campaign was supported by Singapore-based public relations and marketing agency, Francis & Low, and was filmed in various locations on the Indonesian islands of Flores, Sumba, and Borneo (Kalimantan).

The videos highlight the positive impact regional air connectivity has on Indonesia’s development, while capturing the nation’s rich cultural heritage and breathtaking landscapes.

Moreover, its stunning narrative explores how ATR air services provided by Indonesian regional airline Wings Air are transforming lives and industries across Indonesia. The series explores how air connectivity is: supporting Flores’ thriving coffee trade, facilitating Sumba’s tourism sector and connecting communities within Borneo, the world’s third largest island.

The first video, ‘Connecting Indonesia: Brewing Opportunities in Flores’ highlights how ATR aircraft facilitate business and trade, particularly in the coffee industry. Meanwhile, ‘Connecting Indonesia: Sumba’s Wings to Paradise’ focuses on the ATR air services’ role in supporting tourism which in turn is helping to improve the livelihoods of locals on the island of Sumba. Lastly, ‘Connecting Indonesia: Exploring the Green Wonders of Borneo’ focuses on how air services are essential in Borneo because of the sheer size of the island and the fact that there is very limited road infrastructure.

With stunning aerial footage and personal stories, the video series also illustrates how ATR aircraft are not just connecting places, but also transforming lives across Indonesia. By bridging previously inaccessible destinations, ATR is playing a crucial role in promoting tourism, trade, and sustainable development.

Leithen Francis, managing director of Francis & Low (F&L), said, “In this series of videos, we interviewed Indonesians from different communities across the archipelago, allowing them to share their stories, which in turn highlighted the broader importance of regional air connectivity.”

He added, “Another key strategic objective of the video series was to promote Indonesia as a tourist destination by showcasing the nation’s diversity and beauty. We explored places that many people don’t get to see, but hopefully these videos will motivate intrepid travellers to visit Flores, Sumba, and Borneo.”