Singapore-based agency GOODSTUPH has revealed plans to expand to the Indonesia market, a move confirmed to Marketing by Pat Law, founder of the agency.
The office is slated to open in around a month’s time and will be headed by GM Joshua Tan, who will return to take on the role of general manager. Prior to the new role, Tan was a manager at Health Promotion Board (HPB) where he led the revamp of HPB’s online presence, HealthHub for UX/UI, SEM, digital governance framework and the I Quit Smoking cessation programme. Before that, he was a digital strategist at GOODSTUPH from 2012 to 2015.
According to Law, the company is aiming to expand to a 15-man team in the next 12 months. Meanwhile, the first client the agency will be taking on in Indonesia will be Keppel Land Indonesia, which appointed GOODSTUPH following the pitch. Law added that Indonesia was chosen for its next market launch as it has the world’s fourth largest middle class with 17.3 million households.
“By size alone, there is so much we can do and learn from the market,” Law said.
When asked about future expansion plans, Law said another potential market the agency will look toward in the future is China. However, a priority now would be building its core team before it starts offering its services in the market.
“It took us over a year of due diligence before we considered going into Indonesia, so it is unlikely we’ll jump into another market ‘just because’. We take our commitment to each new market very seriously,” Law said.
“We found a sweet spot in Singapore being a 30-man creative shop that is nimble enough to take on today’s social marketing demands and at the same time, we have a nice balance of senior network-agency people and young blood. We are known for our hyperlocal sensitivity in Singapore, and we aim to do to the same in each city we expand into, Jakarta being the first stop,” Law said.
The move follows the recent appointment of Eugenia Tan as managing director for the Singapore market in May. This saw her reporting to and taking on the duties of founder Pat Law, who will focus on the agency’s regional plans.
GOODSTUPH was started in 2010 by its founder Law, and has since grown its client portfolio significantly. It bagged the Changi Airport Group social media account in 2015, and recently won social and content specialist duties for Singtel. The agency also currently has The Ascott Limited, UOB, KeppelLand and HP in its stable of clients, to name a few.
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