Feel Good Network acquires Innercircle, launches BRICKS to expand creative ecosystem

Feel Good Network has acquired boutique creative agency Innercircle and launched BRICKS, a new full-funnel creative agency, as it expands its independent agency network across Southeast Asia.

The move strengthens the network's integrated offering spanning brand strategy, creative, content, media and data, while signalling its ambition to grow through a combination of acquisitions and new agency launches.

Under the model, both Innercircle and BRICKS will continue operating under their own brands while receiving strategic and operational support from Feel Good Network. The network said the structure allows specialist agencies to retain their individual identities, giving clients access to broader capabilities across its ecosystem.

Don't miss: Feel Good Network enters Malaysia with Tales Asia launch and senior hires

Innercircle, co-founded by Morica Lim and Eve Wongsosaputro, joins Feel Good Network after operating independently for two years. The boutique agency has worked with brands including Pizza Hut, Mead Johnson, VinFast, Indofood and Lion Wings.

"We have all worked on global accounts, and we know what good looks like when the standards are high. What the market needs now is that same standard delivered with local instinct and at the speed of culture. We stay lean on purpose, because we believe in giving every client our best people rather than just our available ones," said Lim.

Meanwhile, BRICKS has been established within Feel Good Network as a specialist agency focused on integrating strategy, data and creativity from the outset of client engagements. Founded by Stephanie Putri Fajar and Rangga Akbar Pradipta, the agency was built around a full-funnel model rather than evolving from a single discipline.

The agency highlighted its campaign for Nivea Deodorant as an example of its approach. Instead of positioning products by variant, the campaign reframed the consumer journey around underarm concerns and directed shoppers to matching products on TikTok Shop. According to BRICKS, the campaign generated a 139% uplift in online gross merchandise value (GMV), a 37:1 return on earned media value and more than 273 million impressions within 30 days.

"Any agency will tell a client what it can do. Very few will tell a client what it should do. That is the conversation we built BRICKS to have. We don't measure a scope by what we deliver, but by the business number it was supposed to move," said Fajar.

The two agencies will serve as the network's lead creative agencies, working alongside Feel Good Network's specialist units across cross-border creative, social culture, creator ecosystems, content production, media and data. They are already collaborating on strategy and data work involving Tokopedia and TikTok Shop as part of the network's 2026 client slate.

"We see growth as something that has to be designed, not just chased. It requires a strong brand foundation, a clear strategic direction, and the ability to translate ideas into measurable momentum across the funnel. Innercircle and BRICKS bring those capabilities together - helping the network create growth that is not only faster, but more intentional, more connected, and more sustainable for our clients," said Wisnu Satya Putra, CEO of Feel Good Network.

The latest move follows Feel Good Network's recent expansion into Malaysia through the launch of Kuala Lumpur-based creative agency Tales Asia, led by Lila Talitha. 

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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