Indonesian cosmetic brands Emina and Make Over switch up digital agency

Cosmetic manufacturer Paragon Technology & Innovation has appointed PHD Indonesia to manage the digital planning and buying duties for its Emina and Make Over beauty brands. The appointment is effective 1 April, and comes following a pitch held in December 2019. Big Evo was the incumbent on the the digital accounts for both brands, and held the accounts for three years.

According to Paragon, PHD's digital capabilities and media creativity were cited as key drivers of its appointment. In a statement to Marketing Interactive, Amalia Sarah Santi, VP of marketing investment and digital transformation at Paragon Technology & Innovation said the company was looking for a media partner which can enhance its online presence and take its brands to the next level of success in an increasingly digital world.

“We chose PHD because of the agency’s strength in digital strategy, as well as the calibre of the creative and innovative ideas the team presented for our brands. We look forward to working with them on engaging our brands’ consumers with fun and creative digital communications,” she added. 

Rajat Basra, CEO of Omnicom Media Group Indonesia, said: “We are delighted to partner with homegrown brands such as Emina and Make Over, which have already achieved incredible success. We are excited to work with the teams on their digital strategies and ensuring we continue to communicate their amazing brand stories to the right audiences.” 

Most recently, PHD general manager Nadia Zain left the agency to join social media giant Facebook. Zain was no stranger to Omnicom Media Group Indonesia, having started her career with the group and developed key skills and capabilities during her tenure with its agencies.

Meanwhile on a global level, PHD bagged global media planning and buying duties for Diageo. This follows a global review called in September 2019. The incumbent on the account was Carat, which was appointed in a previous global media review in 2016.