Extramarks Education Indonesia picks performance marketing agency partner

Edutech company, Extramarks Education Indonesia has appointed The Thinking Machine (TTM) Asia for the performance marketing of Kelas Pintar, a mobile application for students. The agency is tasked to drive brand awareness and lead generation campaigns.

In a statement to Marketing Interactive, a TTM spokesperson said the pitch, which was held in September, saw three digital agencies in Jakarta competing. The appointment is for a period of one year, subjected to renewal. Work from the agency will start rolling out in November across social media, digital, in-mobile, and programmatic channels. TTM will also assist the company in content development as well as search and app store optimisation.

According to?Extramarks Education Indonesia country manager Fernando Uffie, TTM Asia was chosen for its understanding of the business as well as its?expertise in the digital space and ability to create the "right mix of tools and strategies" for effective performance marketing.?Set up in 2019, Extramarks Education is an established player in the Indian market and entered Indonesia recently as part of its expansion plans.

TTM Asia head of digital, Shibili Rasheed, said: "We intend to bring innovative data science and technology driven approaches to achieve the mandate given to us and work towards a rewarding long-term relationship."

TTM has won a number of accounts this year in Indonesia, including lingerie brand Wacoal and yogurt brand?Heavenly Blush. In February, it also launched a year-long?campaign for Cussons Baby to show how the baby care brand?accompanies mothers?throughout their babies' different phases of growth.