Alpha Story names country lead, launches local PR function in Indonesia

Singapore-based Alpha Story has appointed Leighton Cosseboom as its first country lead for Indonesia, marking the communications consultancy’s first dedicated expansion market outside Singapore and Malaysia.

Cosseboom (pictured, left) officially assumed the role on 18 May 2026 and will report directly to founder and CEO Jeremy Foo. The newly created position comes as the company ramps up its ambitions in Indonesia, which it sees as a high-growth but underserved communications market.

In the role, Cosseboom will oversee Alpha Story’s full go-to-market strategy in Indonesia, including operations, business development, client acquisition, service oversight, ecosystem partnerships, and local marketing execution. The company said the immediate priority is to establish its presence in Jakarta before scaling nationally across both its marketplace and consultancy offerings.

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Alongside the appointment, Alpha Story has also launched its PR function in Indonesia, led by Daniel Michael (pictured, right), the company’s associate account director for Singapore and Malaysia. He said he has been tasked with bringing Alpha Story’s proprietary model and ways of working to the new team and prospective clients in the Indonesian market.

The first 90 days will focus on building and implementing the company’s go-to-market strategy, strengthening its local owned, earned, and paid media presence, securing early-stage clients, and forming strategic partnerships within Indonesia’s business ecosystem.

On the commercial front, Alpha Story aims to secure its first marketplace and consultancy clients in Indonesia before the end of the second quarter. Looking ahead to the second half of 2026, the agency said it intends to position itself as a trusted communications partner for Indonesian founders, CMOs, and growth-stage brands.

According to the company, the move reflects what it sees as a widening gap between the needs of modern brands and the capabilities traditionally offered by PR agencies in the market.

“Indonesia is one of the most exciting communications markets in APAC right now. The opportunity here is robust, fast-moving, and still largely underserved when it comes to high-quality PR and communications,” said Cosseboom.

The company is also leaning on its technology proposition as part of its differentiation strategy in Indonesia. Its proprietary platform, Alpha Echo, is designed to monitor reputation and identify emerging narrative shifts, providing brands with communications recommendations based on market developments.

“For local and foreign brands operating in a market this dynamic, that kind of foresight is no longer a luxury. It is a competitive necessity,” Cosseboom added.

Alpha Story’s Indonesia office is located at the Autograph Tower within the Thamrin Complex. Across its other markets, the agency has worked with brands including Volkswagen, Agoda, Audi, GoRental, AXS, VietJet Air, and UOL Group.

Be part of PR Asia Indonesia 2026 on 15 July 2026 – the first time this regional communications flagship lands in Jakarta – bringing together communications leaders ready to redefine influence, reputation, and impact!

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