Video Interview: Ogilvy Indonesia gearing up to take advantage of Indonesia’s expected growth

“Nowhere else will you find a place with as fast-growing an economy as this, so filled with untapped opportunity,” she said.

"Untapped opportunity" is where the lure of Indonesia lies, added David Mayo, president of Ogilvy & Mather ASEAN.

“The government in Indonesia has put together a blueprint for the future," he said. "They’ve identified several main economic areas including Sumatra, Java, Kalimantan, Sulawesi and Solo, and plan to upgrade these areas with broadband, encouragement of FDI and with it, an increase in industry. Brands will be part of driving this growth, and Ogilvy needs to be geared for growth on the back of these development plans.”

Ogilvy Indonesia has just celebrated its 40th anniversary in the country. The agency's effort in the country started with one client, Konimex, and a handful of staff in a shophouse. Today Ogilvy employs 220 staff and has a much larger client portfolio, which still includes Konimex.

“It’s one of the most enduring relationships in Asia for Ogilvy,” commented Mayo in an interview on the morning of the anniversary celebrations on 19 April.

The agency has marked its fourth decade by beefing up its management team, bringing in Mojica in January, Gordon Ford to head up OgilvyAction and Florian Jungbauer to lead Redworks, and most recently, Patrick Searl as head of social.

“Growth has been steady and good in Indonesia, but we’re looking to leverage Indonesia’s potential growth by positioning ourselves as the agency that will help brands enter Indonesia, as well as expand outside of Indonesia,” said Mayo. “To become a brand gateway into and out of the country.”

Chinese companies in particular have been, and are, very interested in Indonesia, he added.

Mojica’s experience in acquisitions, digital and new business development will be invaluable in expanding Ogilvy’s business in Indonesia, Mayo said, adding that such skills are needed in implementing the network’s five-year plan for the country.

Mojica, who moved to Indonesia from Ogilvy Vietnam, where she was CEO for the past four years, told Campaign that she is eager to take on her new role. “I thought it was a big opportunity to come here," she said. "It’s the right time to invest, to change, and to be doing a lot more in this market.”

Ogilvy’s working plan for the next five years rests on several business pillars, Mayo explained. “We’re looking to expand geographically and in terms of capability, either organically or through acquisitions; to focus on talent superlatively; to cultivate ‘fresh thinking’ and the pursuit of creativity; and to have a pervasive digital presence in all we do.”

Both Mayo and Mojica confirmed that Ogilvy is looking into acquiring local agencies, both to expand its geographic footprint outside Jakarta, and to add to existing capabilities.

“We need to grow in many areas due to opportunities," Mojica said. "We need to significantly improve our creative product. Indonesia has done good work, but we’re not really at the same level as other Asian markets in terms of creativity. I think we also need to grow in terms of capabilities.”

While Indonesia’s advertising market thrives on TV, it’s digital that presents the real opportunity for growth, she continued. “Better broadband infrastructure and increasingly affordable smartphones, like cheaper Android phones, present an opportunity for marketers to be able to connect with consumers,” she said.

Beyond business growth, Mayo and Mojica are looking to communicate Ogilvy’s 'Big Ideal' (the concept that the world is a better place if Ogilvy can bring out the inner greatness in brands, companies and people) to brands in Indonesia. With that in mind, the agency held a round of 'Do Debates' around the topic of creativity in business as part of its 40th anniversary celebrations.

Panellists for the debate included both corporate and government figures, including Sumaryanto Widayatin, deputy for infrastructure, business & logistics, Ministry of State Owned Enterprises; CEO of IPC (Indonesian Ports Corporation), Ir RJ Lino; the CEO of Saratoga Capital, Sandiaga Uno; CEO of Berita Satu, Sachin Gopalan; and University of Indonesia's head of communications centre, Dr Irwansyah.

“It’s important to us to have these debates in places where growth is happening to highlight the need for creativity in the boardroom,” said Mayo. “It’s part  of Ogilvy’s ambitions to be a catalyst for creativity in each market.”

Look out for the Indonesia Report: Today and Tomorrow in the May edition of Campaign Asia-Pacific for deep insight into this fast-growing nation’s advertising landscape.