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STW’s Edge Asia continues SEA expansion

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Edge Asia, a digital advertising group under Australia’s STW group, is continuing its aggressive expansion in the region, acquiring Indonesian digital agency Alpha Salmon.The partnership was formed with the intent of providing its clients in South East Asia with an extensive regional network with experts in each market.Alpha Salmon will continue to operate in the local Indonesian market, retaining its brand while operating as part of the broader Edge Asia group. The partnership enforces Edge Asia’s position as one of the largest operations in the region, with over 65 Alpha Salmon staff in Indonesia and more than 600 across the region.Together, the organisations have a range of brands on their client roster including Unilever, Hutchinson 3, and Diageo, HSBC, Visa, Mead Johnson, and AIA.STW CEO Michael Connaghan said (of the partnership), “Alpha Salmon has been an absolute triumph in Indonesia, starting from zero several years ago to become a top-three digital agency today. Bringing Alpha Salmon into the Edge Asia network is a natural progression that will deliver real benefits to our clients and our staff across the region.”Connaghan added that the Alpha Salmon business would be used as a centre of excellence across the Edge Asia network.This includes the ability to tap into Edge Academy, Edge Asia’s digital training programs for SE Asia-based clients and marketers in the digital age. Edge Academy will be coming to Indonesia later this year.The news follows the recent appointment of Fachry Badry to the position of managing director, Alpha Salmon. Badry brings over 15 years of agency experience on account management and strategic planning from leading international networks including Y&R, Bates, Dentsu, Mindshare and McCann.Prior to joining Alpha Salmon, Badry was head of digital at McCann Erickson Indonesia where he was responsible for kick-starting McCann Digital, the digital business unit of McCann Worldwide Group Indonesia.Edge Asia was created in May 2013. The network has a regional footprint and deep presence in each of the Vietnam, Thailand, Malaysia, Singapore, and now Indonesian markets.Both Edge Asia and Alpha Salmon are owned by STW, Australasia’s marketing content and communications group, with over 4,000 employees globally.

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