Indonesian creative agency Flock has acquired production house Rsquare in a bid to expand its service offerings. Through the buyout, Flock looks to offer a more comprehensive repertoire of services, with a particular focus on Generation Z. It also aims to become the one-stop destination for all marketing and communication solutions in the country.
Following the move, Rsquare will rebrand as Cocoo Digital, a digital activation agency with a focus on digital activation and content for brands looking to reach generations which are more in-tune with the online space. The agency was founded by CEO Rizki Darmawan (pictured right), a former graphic designer with extensive experience in the local advertising industry, the statement read.
Together, Flock and Cocoo Digital are focused on marketing to the young generation, armed with extensive knowledge about Generation Z’s digital habits and behaviours. The acquisition will give Cocoo Digital the opportunity to share its creative influences with a much wider pool of clients.
Flock will also leverage on Cocoo Digital’s ownership of the Indonesia Virtual Pro League, a pioneering gaming league which has gained traction among the youth in the country. Plans for on-ground competitions, digital content, and live broadcasts are in the works, the statement added.
Rizki Darmawan added that the agency will also manage an eSport club called “Freak Gaming”, an Indonesian YouTube channel that was founded in 2017. Through this channel, Cocoo Digital aims to gain notability by recording matches, creating exciting and engaging game-centred content, and participating in local and international eSports leagues.
“We’ve seen more clients shift their marketing budgets to focus on the digital arena, and big brands whose main targets are Generation Z are leaving traditional media completely. The main focuses now are on activation, outdoor, and digital. In joining hands with Cocoo Digital, we are now able to provide solutions for these needs under one roof,” Flock CEO Ivan Hady Wibowo (pictured left) said.