Isobar Indonesia appoints Tania Mailangkay as ECD

She joins from Leo Burnett, where she was integrated creative director and part of the successful team that won all Telkomsel’s brands – the first time that Indonesia’s largest telecommunication’s operator had consolidated its entire account.

During her two years there, Mailangkay was creative director for both Arc and Leo Burnett on digital, shopper marketing and integrated campaigns, along with working on numerous business wins with Monika Rudijono – the recently appointed CEO of Isobar Indonesia.

Isobar’s entry into Indonesia was announced 11 November 2011, in a venture between Aegis Media and Mediatrac.

Regi Wahyu, CEO of Mediatrac, was named chairman of Isobar Indonesia, working closely with Yusca Ismail, executive chairman of Aegis Media Indonesia, and Monika Rudijono was named CEO.

“Because of our success as a team, I knew I wanted to work with Tania again, and I am delighted that she has joined us at Isobar. We’re both equally passionate in producing quality creative and strategy,” said Rudijono.

Mailangkay described her new appointment as a great opportunity to be a lead creative at a progressive digital agency that prioritizes cohesive solutions based on sound interpretation of data analytics.

“It’s a new frontier for creativity in digital, and Isobar gets it. As part of a start-up in a market that is booming in digital technology, I am looking forward to shape the landscape with effective results for our clients, and delightful experiences for consumers,” she said.

Having relocated to her native Indonesia in 2009, Mailangkay was based in Singapore for three years art directing for a BTL design firm, and creative directing at agencies Ogilvy Red Card and BBDO.

She started her career in 1997 in the US, art directing for New York’s Kirshenbaum, Bond & Partners and digital agency Funny Garbage, as well as designing websites for clients. After graduating from the School of Visual Arts’ MFA Design program in New York, she joined McCann Erickson Switzerland in 2002, where she juggled art direction for the Geneva office with interactive design for MRM Worldwide in Zurich. Seeking exposure to the Swiss design sensibility in her four years there, Tania joined an atelier to collaborate with local designers, while art directing for Geneva-based Saatchi & Saatchi Simko.

With her experience across three continents, and in integrated creative campaigns with a focus on digital, the agency says Mailangkay is poised to take on the hybrid role necessary to fulfil Isobar’s goal of bringing people and brands together.

Isobar now has 16 offices across 11 markets in Asia Pacific, and a total of 650+ staff.  During the past year Isobar Asia Pacific has won over 70 new accounts across the region with a turnover growth of +30 per cent.  Some of the new business wins in 2011 include Kellogg’s across the region, P&G, Sony Electronics, Cerebos, City of Dreams, Sony Ericsson, J&J and Korea Telecom.