Frisian Flag promotes Jan Pieter Tanis to marketing director of Indonesia

FrieslandCampina owns the dairy brand Dutch Lady, and in Indonesia the company is known as Frisian Flag.

In his new role Tanis will report to Cees Ruygrok, the managing director of Frisian Flag in Indonesia. Tanis, who joined the dairy company in 1998, has had stints in the Netherlands and Vietnam before he moved to Malaysia.

Tanis confirmed the news of his promotion and said that the company is on the lookout to replace him in Malaysia. Until then the acting marketing director would be Richard Roolvink.

“Indonesia is a bigger market. The main challenge is that Frisian Flag in Indonesia is a 90-year-old brand and it needs to be repositioned. We need to blow new life into the brand,” Tanis said.

He added that one of his key focus would be to undertake product innovation as the market is behind Malaysia and Singapore in this regard. The other focus for the marketer will be building a bigger team.

Tanis said he would initiate discussions with Leo Burnett regarding the repositioning plans, adding that it was too early to talk about specifics.

Last year FrieslandCampina moved the Dutch Lady’s media planning and buying to Universal McCann in Indonesia and Malaysia.