DBS Indonesia banks on ADNA as new creative agency

DBS Indonesia has shifted creative duties from Havas Group to ADNA. The latest appointment is for 17 months until October 2022 and follows a pitch held in the first quarter of 2021. DBS Indonesia's spokesperson told MARKETING-INTERACTIVE that ADNA understands the business very well. In terms of ideation and creatives, it brought "solid creative output backed by strong quantitative research" with analysis of the category, brand, audience, as well as current ads testing to identify its uniqueness, appeal and reliability.

"ADNA owns what it takes to be our strategic creative partner. It has experts, who are part of the core team, as well as the privilege of having a data-driven creative approach, including quantitative research on creative testing," the spokesperson added. Work rolled out this month. 

Meanwhile, Havas Group Indonesia CEO Satyajit Sen said its partnership with DBS began during the agency's early phase of growth in Indonesia. "We are honoured to have been a part of their successful journey and look forward to working with them again in the future. Havas is currently re-engineering its creative capabilities to provide clients with a more comprehensive offering at a later date," he added.

ADNA recently announced its expansion into Jakarta with Bellamia Agustina as GM. The full-service team comprises data, creative, digital, business, and project management. The agency will also be chaired by Iim Ibrahim, former chief operating officer of Ogilvy Indonesia and former CFO of dentsu Indonesia, who has been consulting on the establishment of the company for the duration of the project.

According to chief creative officer Gary Tranter, Indonesia has always been a market of great creativity and possibility. Tranter and chief creative officer Matt Cullen have been heavily involved in the market for several years and will continue to act as creative management partners for the new company.

Meanwhile, global COO David Mayo told MARKETING-INTERACTIVE previously that there are plenty of opportunities in Indonesia and it is eyeing clients in the skincare, pharmaceuticals, finance, and tobacco industries.

Photo courtesy: 123RF

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