Brand consultancy Pantarei has launched a new vision for the agency, with an aim to formulate the most appropriate communication solutions for brands looking to make an impact in Indonesia, one of the most populous countries in the world. Called “made of Indonesia”, the vision focuses on the belief that great works are made of the place where it came from.
“Anyone can produce works for the Indonesian market. But building something authentic of this one of a kind country is a different story. One must have deep roots in this land and culture, to be able to understand its vast diversity in order to always speak to the heart of the Indonesians,” explained Michael Sudarto, Pantarei’s CEO.
While Pantarei has been creating works made of genuine Indonesians’ insight, Sudarto said by owning the point of view and making it methodical, the agency will now put its energy solely into “uncovering the truest of Indonesia” and offering that as the “main ingredient” for its solutions.
“Made of Indonesia” will also serve as the driving force of the agency, affecting all aspects of the organisation, from culture building programmes to the introduction of its own proprietary strategic tools. The tools will help everyone within the agency to uncover local insights that will be the central foundation of its creative idea, said the press release.
Pantarei ECD Nugroho Nurarifin said Indonesia is growing its own character and its arrival at the world stage would be different than that of any other country. Therefore, as an agency borne in the country, Pantarei is “at the right position and at the right time” to offer clients original solutions. He added: “Solutions that will work really well here because they are undisputedly made of the nation, made by the people who know this country inside out. No grand narrative and nothing is generalised.”