TBWA\Indonesia names head of innovation as it charts course for 2022

TCP-TBWA\Indonesia has appointed Agni Isa Ambara (pictured) as head of innovation to set the vision, develop the strategy, and execute the plan to meet the agency's innovation goals. Ambara brings almost 20 years of experience in digital marketing, software engineering, system analysis, project management, marketing technology and data to the agency. He will work closely with Tessa Conrad, Asia's head of innovation.

He was previously with Wunderman Thompson Indonesia where he was head of data and marketing technology and responsible for driving business growth on that capability. Before that, Ambara was head of marketing technology and acting head of production at Mirum Indonesia. He has also worked at XM Gravity, Magnivate and was the co-founder of MetaLab.

Ambara said his ambition is to establish TCP-TBWA\Indonesia as the agency that has harnessed the power of new innovative and technological shifts to help create greater value for its clients' and their customers' lives. 

“To achieve this we’ll firstly focus on two capabilities: customer data platform and Salesforce Marketing Cloud, which provide greater insight into understanding the customer on their end-to-end journey, helping our clients make more impactful decisions that delight and benefit their consumer," he added.

Meanwhile, CEO of TCP-TBWA\Indonesia, Soum Banerjee, said Indonesia as a market has operated under incredible strain throughout the pandemic. As the industry continues to witness market shocks and shifts in consumer behaviour, the agency's focus remains firmly on developing the right growth strategies and forging the right partnerships in 2022, to capture long term sustainable growth for its clients.

"The pandemic taught companies’ that agility is key, but in an age of exponential change driven by the acceleration of innovation across platforms, technology, and consumer behaviour - purposeful planning is imperative. We’re delighted Ambara will help lead us on this journey," he added.

Conrad, who leads a 21-man team across Asia, said innovation is both a business and creative imperative for TBWA\. "Our pervasive culture and commitment towards innovation has allowed us to be well placed to see, affect and create the evolution happening in this space. Our investment shows up in our hires around the region, our focus on new capabilities and in the type of creative and strategic product we are creating with our clients," she explained.

According to her, fresh thinking and breakthrough innovative creative ideas have allowed the team to solve some of its most complex problems, and continue to move its clients forward. Earlier this year, the agency appointed Bryan Siy as its ECD. He was previously with TBWA\SMP in the Philippines, where he last helmed the role of executive creative director. He left in August 2020 after being with the agency for over 14 years.

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