Between Competition and Creativity in Ads Industry

Competition in the advertising industry, said Pudjianto, who is also a member of the board of advisors of the PPPI, has become increasingly less healthy, especially given the fact that this is a fee-based industry. However, there are also quite a lot of advertising agencies that stay out of the trap of advertising price wars and continue to grow.

The choice to expand or grow in a more conservative manner with a focus on clients who appreciate and understand the interests of their advertising agencies may be a good option, although it is not the most alluring choice for advertising agencies. However, on the Asian and Southeast Asian levels, Indonesia could be considered a terrific example of how local advertising agencies can enjoy a significant part of the national advertising pie.

Local advertising agencies like Matari, DM Pratama, Dwi Sapta, Hotline and several others are still in the big 20 in terms of share of the advertising pie. In Malaysia, Thailand, Singapore, the Philippines and even China, the list of upper-rank advertising companies hardly ever includes any local advertising agencies. Apart from the magnitude of the business, the problem being faced by local advertising companies in Indonesia is their creative performance.  

“The sad story is here. Perhaps it is this factor that gives the impression that the advertising industry in Indonesia is dominated by advertising agencies affiliated with foreign companies. In reality, this is not the case. At least the condition of the advertising business in Indonesia is not as bad as in neighboring countries,” Ricky Pesik concluded. (Burhan Abe)

The Jakarta Post – March 14, 2006

Related Stories

spot_img

Discover

Malam Magis Penuh Pesona di Ubud: Primbon Night dari...

Bali selalu punya cara untuk menghipnotis kita. Kali ini, pesonanya hadir dalam balutan budaya...

📚 Buku Kilat Buat Kamu yang Mau Posting Tanpa...

"Karena feed yang rapi itu nggak harus ribet. Cuma butuh buku ini dan sedikit...

Villa Beatrice: Manifestasi Villeggiatura Modern di Liguria Bersama Belmond

Ada tempat-tempat yang tidak hanya sekadar destinasi. Mereka adalah panggung hidup, di mana waktu...

Your Cheat Sheet to Bali Bliss

Resensi Buku “Bali: The Little Black Book" Pernah nggak sih merasa overwhelmed pas mau liburan...

Jakarta After Dark: City of Sins & Dreams

Jakarta di malam hari itu semacam kekasih gelap. Menggoda, sedikit berbahaya, tapi bikin kamu...

Terus Mau Sampai Kapan Cuma Jadi Penonton? Ini Dua...

Iya, maaf kalau judulnya pedes. Tapi coba tanya diri sendiri:“Usahamu sekarang benar-benar berkembang, atau...

Popular Categories

Comments

LEAVE A REPLY

Please enter your comment!
Please enter your name here