April 26, Jakarta – The first R3 roundtable of 2024 in Jakarta brought together marketing and procurement leaders from FKS Food, Multi Bintang Indonesia, Danone, Kimberly-Clark Softex, GOTO, and Shell. They discussed how brands can get better returns from their agencies and tackled the key challenges different industries are facing.
As marketing budgets tighten, optimizing investments has become increasingly crucial. Marketers and procurement teams must ensure that every dollar spent delivers maximum value, which requires a strategic approach to managing agency partnerships.
In Indonesia, there is a growing interest in specialized agencies that focus on areas such as social and influencer marketing, end-to-end e-commerce, and trends related to Gen Z. Although big Holding Companies (HoldCos) have some capabilities in e-commerce, influencer marketing, podcasts, and live-streaming, there is still a strong need for boutique agencies and specialized partners to provide additional expertise.
To navigate these changes effectively, marketers should first assess their brand’s position relative to competitors. Reviewing the agency partnership structure is a key step in building an ecosystem that supports growth. Marketing procurement teams must bridge the gap between the need for cost-efficiency demanded by corporate stakeholders and the need to invest in engaging current and future consumers.
Working Together
Our consultants and strategists help marketing and procurement teams matrix their internal and agency resources so they can build marketing capability aligned to core business priorities and forecast talent needs. This includes driving marketing and agency excellence through setting metrics that matter, finding the best-fit partners for brand needs and benchmarking and auditing agency fees.
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