FAB Group bags consulting firm Catalyst Strategy and former Ogilvy Indonesia CD

Indonesian creative consortium FAB Group has started a joint venture with Jakarta-based consulting firm Catalyst Strategy, holding a 75% stake. The addition is FAB Group’s 16th company and the first consulting firm in the group’s portfolio.

According to a press release, Catalyst Strategy has helped build unique narratives for clients since 2014. They range from presidential and gubernatorial candidates, to corporations, high-growth startups, and government agencies across the region.

The new entity will be helmed by Catalyst Strategy's co-founders Farina Situmorang (pictured middle) and Gorga Hariara (pictured right), who have led successful strategic narrative projects, including one for then-presidential candidate Joko Widodo during the 2014 elections. The company said it developed the “president of the people” strategic narrative, which resonated with the people immediately and made his Facebook page the "fastest-growing political page in the history of Facebook".

Additionally, Catalyst Strategy has named Lydia Tarigan (pictured left) as a partner to enrich the strategy team with her creativity and vision. She most recently the creative director at Ogilvy Indonesia. She brings with her more than 15 years of marketing experience, including the last 11 years holding various senior roles at Ogilvy Indonesia.

FAB Group CEO Fritz Bonny Tobing said: "A strategic narrative combined with powerful creative will help our clients win the market through people’s heart and mind; and that’s sustainable. With the addition of Catalyst Strategy in our network, our offering becomes stronger, more unique, and more valuable for our clients."

Meanwhile, Situmorang added that having a strong strategic narrative will elevate the conversation beyond brand or marketing campaigns. "The narrative of an organisation will drive its actions and decisions, and with us being part of FAB Group, our consulting firm will have a lot more to offer when it comes to bringing our clients’ narratives to life," she explained.

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