Speaking about the rationale behind the vision driving the now 15-year old agency, Pantarei CEO Michael Sudarto said: “Anyone can produce works for the Indonesian market. But building something authentic of this one of a kind country is a different story.
“One must have deep roots in this land and culture, to be able to understand its vast diversity in order to always speak to the heart of the Indonesians. Since day one we have been doing just that. Creating works that were made of genuine Indonesians’ insight. Our credentials speak for itself.
“Now by owning the point of view and making it methodical, we will put our energy solely on uncovering the truest of Indonesia and offer that as the main ingredient for our solutions. That is the only way to create impact.”
Executive creative directorNugroho Nurarifin added: “Four out of seven unicorns in the region are based here. While not everyone has access to a bank, almost anyone can make payments from their mobile phones.
“Indonesia’s arrival at the world stage would be different than that of any other country. And as an agency born of this country we are just at the right position and at the right time to offer our clients original solutions created of Southeast Asia’s biggest market.
“Solutions that will work really well here because they are undisputedly made of the nation, made by the people who know this country inside out. No grand narrative and nothing is generalised.”
The management intend “Made of Indonesia” to serve as a driving force for the agency, affecting all aspects from culture building programmes to proprietary strategic tools.
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