ADNA takes on Indonesia market with GM Bellamia Agustina at helm

Creative intelligence group ADNA is expanding into Jakarta with GM Bellamia Agustina at the helm. The agency will officially launch in July this year with a full-service team including data, creative, digital, business, and project management. At the same time, ADNA will be chaired by Iim Ibrahim, former chief operating officer of Ogilvy Indonesia and former CFO of dentsu Indonesia, who has been consulting on the establishment of the company for the duration of the project.

Chief creative officer Gary Tranter said Indonesia has always been a market of great creativity and possibility. "Our unique offer, driven by first-party data and some of the best creatives in the market will mean that we develop work that cuts through for our incoming clients as well as experiences that resonate for their customers," he added. Tranter and chief creative officer Matt Cullen have been heavily involved in the market for several years and will continue to act as creative management partners for the new company.

Global COO David Mayo told MARKETING-INTERACTIVE that there are plenty of opportunities in Indonesia and it is eyeing clients in the skincare, pharmaceuticals, finance, and tobacco industries. ADNA considers anybody that supplies first-party quant data its biggest competitor, he said "The Indonesia market is big and it is a growing ad market. There has never been a better time to break into Indonesia," he said.

Meanwhile, Agustina said the marriage of data and creativity has never been seen or explored deeply in Indonesia and the ADNA offering is unique in a market where speed has been pushing creativity and cut-through to the periphery. 

Its latest expansion follows the recent opening of offices in Australia and China for ADNA which is now working with a broad range of research-based and creative-driven clients. It expanded into Australia in March, with naming Spencer Battista director and chief creative officer of its Australia operations. Meanwhile, it bought brand consulting and design firm, HuntHaggarty Asia, in February this year for an undisclosed amount. Following the acquisition, HuntHaggarty Asia's founder, Susie Hunt, was named CEO of Greater China. ADNA, launched in 2020 with a combination of first-party quant data and creativity, blending global big data panel research with creative ideas to fast-track effective impact.

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