Idenya Flux forms creative universe to advance Indonesia's ad industry

Advertising and digital agency Idenya Flux has formed the Flux Creative Universe, a holding group that focuses on building creative business networks with a collection of entitles with diverse abilities, characters, and strengths. Companies under Flux Creative Universe include Idenya Flux, Farmer, Sugar Rush, NXL, and Flux Design, with each entity having its own leader.

Idenya Flux is led by Boyke Dwijanarko while Farmer and Sugar Rush are led by Wirastomo Hadi and Kevin Kristanto respectively. NXL and Flux Design are led by Richard Permana and Jailani Siddik respectively. Farmer was recently founded together with Hadi, following an investment of IDR1 million. He previously worked at Ogilvy, Havas and Arcade in Indonesia. Flux Creative Universe founder Yohanes Auri (pictured centre), who is responsible for the new business aspect of Flux Creative Universe, told MARKETING-INTERACTIVE that he plans to bring in approximately IDR10 billion in business for Farmer.

Although many local Indonesian advertising agencies are creative and have the ability to produce fresh and innovative works, Auri said they are unable to expand quickly and land new business because they are new. This led to the formation of the Flux Creative Universe which aims to mentor such agencies. "The presence of the Flux Creative Universe will become a new force for the entities to compete and jointly contribute to advancing the country's creative industry," Auri added. 

Flux Creative Universe will not only invest in new agencies to bring them under its wing but will also help the agencies source new business. According to Auri, this model is different from typical holding companies which will only invest in agencies and leave the business aspect to them. "For example, I invested IDR500 million in Sugar Rush last year and close to a year later, I've already helped the agency secure IDR5 billion in business," Auri explained. 

Auri plans to add three new entities to the universe in 2022 and is ready to make a total investment of US$1 million. According to him, the plan is to add one digital agency, one production house, and one that is still open for discussion. Ultimately, the main criteria when selecting partners would be the alignment in the vision for business development and strong entrepreneurial spirit.

Meanwhile, in September this year, XL Axiata has appointed Idenya Flux as its digital agency for prepaid communication for a year. Head of mass segment marketing communication at XL Axiata, Fajar Arieyanti, told MARKETING-INTERACTIVE that Idenya Flux will create a communication strategy to market the brand’s Paket Akrab to the Indonesian people, especially young progressive Indonesian families, through digital strategy such as social media. Aside from XL Axiata, Sony Indonesia also secured the agency as its social media partner for audio products, and the appointment will last for a year.

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