GOODSTUPH gets new sister creative agency

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Erik Gunawan and Kahi, former creative directors at the GOOD PEOPLE NETWORK, have launched JELLY, a dynamic creative hotshop. JELLY aims to reshape the advertising landscape for challenger brands across the Asia-Pacific region, leveraging the duo's renowned expertise and their past successes.

JELLY, a part of the GOOD PEOPLE NETWORK, which is part of GOODSTUPH Thailand, will provide innovative and strategic advertising solutions tailored to the needs of brands that dare to stand out. Erik and Kahi's experience in driving some of the most compelling campaigns at GOOD PEOPLE NETWORK sets the foundation for JELLY's ambitious agenda.

JELLY will harness a fresh, dynamic approach to advertising, blending traditional creative techniques with modern insights.

The agency focuses on crafting bespoke advertising solutions that capture the essence of brand stories while engaging contemporary audiences.

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"We've been underdogs many times in our career, and we understand what it takes to be a formidable challenger. That's why we wanted to create a shop that caters to challenger brands, those who also share our fear of sameness," said Gunawan.

"There's a significant demand for tailored creative solutions that come directly from the minds of creative directors, without the delays and complications of excessive bureaucracy. We are very fortunate to have GOOD PEOPLE NETWORK’s support while having the freedom to shape our agency independently," added Kahi.

At GOOD PEOPLE NETWORK, Gunawan and Kahi were responsible for some of the agency’s most awarded and impactful campaigns for Netflix Indonesia: from recreating the Going Merry ship for the show One Piece, turning a billboard into a real time air quality monitor for Korean sci-fi series Black Knight, interviewing the legendary Bu Sartika for Extraction 2, to casting local influencers as element benders for Netflix's Avatar: The Last Airbender.

Prior to joining GOOD PEOPLE NETWORK, Gunawan and Kahi worked together for seven years, handling some of the biggest local and global brands, including Google, YouTube, Telkomsel, XL, Danone, Uber, and Indomie.

They have also worked at some of the biggest agencies in Indonesia: Lowe Indonesia, BBDO Indonesia, ROMP, and Iris Worldwide Indonesia.

"We are committed to bringing the best Indonesian talents to the global stage. The launch of JELLY is a proud moment for us, Gunawan and Kahi have been instrumental in our expansion into Indonesia and beyond. We're excited to continue our partnership on a higher level and work together on even more impactful projects for our clients,” said Fajar Kurnia, co-founder of GOOD PEOPLE NETWORK.

JELLY will benefit from the robust network and resources of GOOD PEOPLE NETWORK, ensuring a blend of strong support and creative freedom. This unique setup allows JELLY to offer bespoke solutions that resonate deeply with their target audience and drive meaningful engagement.

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