Baldwin Boyle Group sets foot in Indonesia in response to increased demand

Communication agency Baldwin Boyle Group (BBG) has launched a new office in Jakarta. This is the agency's sixth office in the APAC region, adding to its presence in Singapore, Thailand,  New Zealand, Australia, and China. 

According to Kylie Taylor (pictured), group managing director of BBG, Indonesia is not a new market for the firm. The agency has been working in Indonesia for clients "for many years", managing the work out of its Singapore office, putting teams on-ground in Jakarta regularly, and working with local partners, she said. Taylor added that BBG has decided to set an office in Indonesia because it now has clients making major investments in the market and so there is a stronger need to be on-ground more permanently. "We also see increasing trade links between some of our markets and Indonesia. There is a good synergy with some of our Australian and New Zealand clients in food and agricultural and tertiary education," she said.

According to Taylor, its clients are more interested in building support for their businesses and brands in the Indonesian market. Additionally, the agency is also seeing more Indonesian companies wanting to raise their profile regionally and internationally.

"[Indonesia is] the region’s most populous country, with a very young population, and we are seeing what you would expect to see from a market with a rising and young middle class -  emerging environmental, economic and social issues, fuelled by disruption and rapid digital adoption. It’s an issues-rich and vibrant market, full of innovation and start-ups," she also said.

“We have a deep understanding of the Asia Pacific region and see significant growth opportunities as the world looks to tap into markets like Indonesia, Thailand and China. With our footprint today, we are well placed to help our clients grow across the region the way we have," Taylor said. She added that since the agency was founded 35 years ago, its communication tactics have changed, but its strategy remained constant. MARKETING-INTERACTIVE has reached out for additional information. 

Meanwhile, BBG recently appointed former Edelman performance marketing lead Jonethan Lee as its group digital director. Based in BBG's Singapore office, Lee is said to bring a wealth of experience in performance-based marketing and data-led optimisation. Lee leads BBG’s ongoing expansion of its digital and technology offering in the region, and offer clients across its six offices senior, specialist counsel to best drive measurable business results, and build long-term reputation and trust with their key audience.

According to his LinkedIn profile, in his time at Edelman, Lee led new regional paid media performance practice and predictive data product development, deploying behavioural science to grow data-enabled marketing innovation capabilities for B2B and B2C clients. Some of the APAC clients Lee worked with were Hewlett Packard, HSBC, PayPal, Mitsubishi Heavy Industries, Samsung, and Shiseido. 

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