Moonfolks plants flag in Brunei, signals wider Southeast Asia push

Independent Southeast Asian agency Moonfolks has entered the Bruneian market with a new office in Bandar Seri Begawan, positioning itself among the earliest foreign agencies to establish a physical presence in Brunei.

The move was formally unveiled on 23 February to coincide with Brunei’s National Day celebrations, marking the nation’s 42nd year of independence in 2026.

The new outpost will be headed by Sheikh Idham Abas (pictured, right), who takes on the role of managing partner, as the agency advances its broader Southeast Asian expansion plans.

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Commenting on the launch, Anish Daryani (pictured, left), founder and CEO of Moonfolks, said: “We are thrilled to begin our regional expansion with Brunei. It’s a country of ambitious brands that have been denied strong brand thinking for the longest time. We believe we can offer strategic direction and creative solutions of international standards to brands in Brunei, who are extremely deserving of it.”

“Brands in Brunei have truly come of age, and with Moonfolks, they can have brand solutions of the highest class made available to them. I have always been associated in the creative industry, and I’m glad that with Moonfolks, I can play an active role in uplifting the creative standards in the country,” Abas added.

Daryani further said that expansion across more Southeast Asian markets is on the cards.

Moonfolks will introduce its “accelerated growth” model to the Bruneian market, integrating branding and advertising, social and digital, influencer marketing and PR, as well as shopper and brand activations. The model is designed to connect brand building directly to commerce outcomes.

The agency was born out of Daryani’s acquisition of M&C Saatchi Indonesia in January 2024, an outfit he originally set up as a joint venture in 2018.

Moonfolks’ proprietary “Moonshot” approach focuses on accelerating brand purpose, content, brand experience and brand reputation. The agency has garnered multiple industry accolades across Indonesia and Southeast Asia. Its client portfolio spans regional and global brands such as TikTok, PermataBank, AIA Insurance, Unilever, XL Axiata, Mastercard, Danone and others.

Previously, the agency formed a strategic alliance with Havas to launch Havas Moonfolks, combining Havas’ media capabilities with Moonfolks’ digital and integrated marketing strengths in Indonesia. The partnership aims to deliver end-to-end solutions spanning creative, media, data and commerce, while introducing Havas’ proprietary platforms such as Havas Market, Havas Play and CSA to the market.

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