Former OMD Indonesia GM Rahul Divay heads to TikTok

TikTok Indonesia has appointed Rahul Divay as its lead client partner in Indonesia. Divay (pictured) was previously the general manager of media agency OMD Indonesia, where he helmed the role for one year and seven months, according to his LinkedIn page. Divay previously told Marketing Interactive that he was looking to switching his career tracks and getting out of his comfort zone after his time at OMD Indonesia. TikTok Indonesia has declined to comment on the appointment, and Marketing Interactive has reached out to Divay for a statement.

During his time at OMD Indonesia, Divay was in charge of fostering growth across both client businesses and talent at OMD Indonesia, as well as devising strategic plans for growth of agency and growth of multiple business units. He was also responsible for coming up with plans on new business acquisitions and wins for the agency. Divay first joined OMD Indonesia as a digital director in 2017. He is succeeded by Annkur Pandey, who joined the Omnicom Media Group agency from Havas where he served as head of digital, and carries over 15 years of digital marketing experience.

Prior to his time at OMD Indonesia, Divay helmed roles such as head of digital at GroupM Africa, digital media director at OgilvyOne Africa, director of digital marketing at Mindshare India, senior digital media planner at Isobar India, and media executive at Webchutney India. 

Last month, TikTok partnered with WHIM Indonesia, the talent arm of Southeast Asian esports organisation EVOS Esports. Under the partnership, WHIM will provide additional assistance to talents in the areas of brand deals, content programming, creator collaborations, digital rights management, and monetisation. It will also offer talents workshops, covering subjects on audience development and creating high quality short-form content. 

Separately in March this year, ByteDance, TikTok's parent company, launched its own music streaming app called Resso in Indonesia. Speaking to Marketing Interactive, Tricia Dizon, country manager, Resso Indonesia said the company has an aggressive plan for the Indonesia market. Dizon added that Indonesia was chosen by ByteDance for its largest proportion of Millennials (33.75%), followed by generation Z (29.23%), according to a Deloitte’s report.

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