Indonesia – Creative agency Yell Worldwide is expanding into Indonesia as part of its regional growth strategy, anchoring its market entry through a partnership with energy drink brand Kratingdaeng.
Under the partnership, Yell will lead branding and advertising initiatives for Kratingdaeng in Indonesia. Kratingdaeng is the local brand of the Thai energy drink marketed as Red Bull in several international markets.
The collaboration marks Yell’s formal entry into Indonesia, which the agency identifies as Southeast Asia’s largest consumer market and a key pillar of its regional expansion plans.
As part of the setup, Yell will integrate creative leadership from its Bangkok headquarters with on-the-ground capabilities provided by Bailey|Capel Jakarta, combining regional oversight with local market execution.
The Indonesia operation will be led by Brian Capel, former CEO of Publicis Groupe Indonesia and now managing partner at Bailey|Capel Jakarta, who brings senior market experience to oversee the agency’s local rollout.
“This partnership combines global creative strength with deep local understanding, allowing us to build a brand approach that is both consistent and locally powerful,” said Capel.
The move follows Yell Worldwide’s earlier expansion into China. The agency plans to position Thailand as its regional creative and strategic hub to support brands across Southeast Asia.
Commenting on the expansion, Ohm Dissara, CEO and founder of Yell Worldwide, said, “As a Thai creative company, we are proud to support Thai brands on the global stage, delivering meaningful impact through strong regional collaboration.”
