Ms Lita Mardjuni has resigned from PT Indo-Ad as client services
director and general manager after 12 years with the agency.
She didn't reveal what she would be doing in future, except to say she
wanted to "start something on my own (and) at my own pace".
Over the years at Indo-Ad, where she began as an account executive, Ms
Mardjuni has observed a number of changes, the most notable of which is
the current emphasis on branding.
"Ten years ago, account directors were entrepreneurs with short-term
selling as their goal. Today, as long-term brand-building becomes the
focus, they are required to be strategic thinkers as well as
implementors," she told MEDIA.
"Hiring the right people has become more difficult because of this
increase in expectations."
Nevertheless, she said that people's overall knowledge about
communications had broadened, and local talent was finally surfacing
thanks to rising educational standards.
Moreover, marketers are now much better versed in advertising.
"We can't fool them now like we could 10 years ago," Ms Mardjuni
said.
This, she added, was due to the understanding of marketers that the
whole marketing communication embodies advertising.
This is why integrated services would continue to be the trend.
"It will no longer be enough for agencies to offer only advertising
services.
The market requires much more from the industry, so agencies that also
offer PR, direct mailing and interactive consultations will stay ahead,"
she said.
With companies now renewing their investment in advertising - Unilever
has earmarked Rp 40 billion to build just the Sunsilk brand - Ms
Mardjuni said said that the future of the Indonesian ad industry was
bright.
"Most companies held back until after the election late last year. Now
they're back with a lot of advertising money."
