PHD wins offline media business for Indonesian e-commerce platform Bukalapak

Indonesia’s leading online marketplace Bukalapak has hired PHD Indonesia as a media agency of record.

PHD will be responsible for the offline media business of the e-commerce platform.

The announcement:

Bukalapak, Indonesia’s leading online marketplace, has appointed PHD Indonesia as its media agency of record following a competitive five-way market review. The agreement will now see PHD manage the offline media duties for Indonesia’s largest e-commerce platform.


Launched in 2010, Bukalapak has quickly grown from a start-up to become Indonesia’s fourth unicorn company, having raised an additional $50 million in Series D Funding just earlier this month. The company has committed to advancing the overall digital economy in Indonesia by empowering small- and medium-sized enterprises (SMEs) in the country with its platform. As such, the company will partner with PHD to extend the efforts of its in-house digital media capabilities with offline media initiatives, thereby delivering stronger results for their business objectives.


Speaking on the appointment, Ari K Wibowo, Associate Vice President of Brand at Bukalapak, commented: “Throughout the review process, PHD demonstrated a clear understanding of our objectives and put forward the best plan for how we can achieve them. We were particularly impressed by the agency’s superior product and talent offering, and are excited to partner with them. We look forward to working with the team and creating some out-of-the-box offline media communications for Bukalapak going forwards.”


Nadia Zain, General Manager of PHD Indonesia, said: “We are thrilled to partner with Bukalapak and work with them on their ambition to grow the nation’s economy. As a challenger brand, PHD shares similar values and the start-up mentality with Bukalapak, demonstrated in the strong chemistry between the teams. We look forward to building on our common DNA and Finding A Better Way for Bukalapak’s communications, as well as Indonesia’s digital economy in the process.”


James Hawkins, CEO of PHD APAC, added: “This win is a testament to the ‘new look and feel’ of PHD Indonesia, and a direct result of the fresh approach that Nadia’s leadership has brought to the agency. I am confident that we will continue to hear more impressive news come out both this partnership and the agency going forwards.”

Source: PHD press release


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