Hybrid:H, an agency under parent company Hakuhodo Network Indonesia, recently bagged silver for Best User Experience at MARKETING-INTERACTIVE's Mob-Ex Awards 2020. Its parent company was previously crowned Agency of the Year at MARKETING-INTERACTIVE's first Indonesian Agency of the Year awards in 2019.
This time round, GM of Hybrid:H Iwan Prasetyo shares how he is futureproofing the agency to stay ahead of the curve and its plans for 2021.
This interview is done as part of MARKETING-INTERACTIVE’s winners and finalists’ interview series. To find out more about the awards, click here.
What are some of the expectations your consumers now have for your brand?
Prasetyo: The market still has needs, both basic and supporting needs. Therefore, it is important for brands to exist in the minds of consumers or the markets so that consumers still remember our brand or product. We need to ensure the brand or product is not only present, but also interacts with consumers. So it will be their first choice when consumers plan to make purchases.
How has your marketing/your clients marketing plans shifted this year?
Prasetyo: In the current situation, many people are worried about interacting with one another directly. They are also very selective in choosing the media they use. Just like other brands, media usage also becomes more personal, such as social media. However, they also continue to consume mass media such as TV to get factual information, especially on the situation that occurs in their environment.
Therefore, the use of online campaigns is increasing, including to support sales programs. An area where it will be difficult for opportunities to have face to face or offline event would be examples such as in-store or dealer visits. So, a breakthrough idea is needed so that our sales team still continue selling the product during a pandemic.
What are some of the trends you see carrying on post-pandemic, and how are you readying your workforce to be ready with these trends?
Prasetyo: The demand for online campaigns seems to be increasing in recent times. Adapting to the situation is important. Among other things, we are also readying our workforce by implementing a simpler work process and maximising the potential that we have, especially in the digital field.
What do you think makes for great marketing these days?
Prasetyo: Understanding your target audience deeply is the key to successful marketing. In Japanese it is known as sei-kat-su-sha. When we have a deeper understanding of our consumers, we will understand when and how we can target them with messages. By understanding them, we will also understand what media we need to target our audience with the relevant messages.
How are you planning for 2021?
Prasetyo: At Hybrid: H, we are very compact team. We are more focused on client problem and how we find best solution for their brand within our company spirit – Take it further. We try to look something from different perspective to invent a new way to create solutions. Providing consultations or actively providing maximum consultation in order to grow their business in the market. Therefore, our first priority is to maximise the existing cooperation and see some potentials for new business in the future.