Indo-Ad GM, client services director Mardjuni resigns from her post after 12 years

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