Faaez Samadi
Jan 25, 2017

DAN acquires Indonesia's Dwi Sapta Group

Take over includes all Dwi Sapta agencies and is one of the biggest advertising mergers to date in Indonesia.

L-R: Harris Thajeb, Adji Watono, Dick Van Motman, Maya Watono
L-R: Harris Thajeb, Adji Watono, Dick Van Motman, Maya Watono

Dentsu Aegis Network has signed an agreement to acquire Dwi Sapta Group, Indonesia’s largest independent advertising and media network.

The deal will see Dwi Sapta incorporated into DAN Indonesia. Founded in 1981, Dwi Sapta Group comprises more than 400 staff across two media agencies, Dwi Sapta Media and Main Media, two creative agencies, Dwi Sapta IMC and Main Ad, a digital agency, Inexus, a PR agency, Dwi Sapta PR and an activation agency, Bee Activator.

Dwi Sapta has a portfolio of more than 150 clients, many of which are big local players, including Indofoods, Mayora and Kalbe Pharma. The acquisition will bolster DAN’s scale and capabilities in Indonesia, both for local and multinational clients.

Founder and CEO Adji Watono and managing director Maya Watono will join the DAN Indonesia leadership team. Adji Watono will continue to run the board of Dwi Sapta Group as chairman and Maya Watono will be promoted to CEO of Dwi Sapta Group. Both will report to Harris Thajeb, CEO of DAN Indonesia.

“Indonesia is a priority market for us, from an APAC and global perspective,” Dick Van Motman, DAN Southeast Asia CEO, told Campaign Asia-Pacific. “It’s the biggest economy in Asean, and it’s good to increase our commitment to this market, which we have been active in since 1973.”

Van Motman said the merger goes far beyond just increasing DAN’s size in Indonesia.

“Scale is obviously important in Indonesia, but it is more about creating a differentiated and relevant offer for our clients,” he said. “We see the rise of local Indonesian brands, and Dwi Sapta has a substantial portfolio of strong, local, blue-chip brands with the promise for further growth locally and beyond Indonesia. Diversity is the strategic objective.”

He added that Indonesia requires a “combination of traditional marketing and high digitisation”, and that Dwi Sapta’s multi-disciplinary network complements DAN’s existing Indonesia practice.

Adji Watono said: “Many of today’s major local clients are exporting their products abroad and require a global network to better support their business agenda. Joining Dentsu Aegis Network will allow us to tap into the innovative tools, global resources and synergies to drive our growth regionally.”

Thajeb said: “Pak Adji is a highly regarded leader in the Indonesian advertising and media industry. His achievements and breakthrough innovations have been bold and impressive, and his belief to serve the best and commitment to high integrity are clearly reflected in his business principles. We are very much looking forward to working with him, Maya and the team.”

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