IndoPacific Edelman rebranded; consumer business to double in 18 months

Edelman acquired IndoPacific in 2007, and has since operated under the name ‘IndoPacific Edelman’, offering client services in the areas of corporate and public affairs, digital, marketing communications, health and human services, and research and client services.

According to Lock, the rebranding exercise aims to provide brand integration across the globe, as local Indonesia companies increasingly expand abroad and global brands increasingly target Indonesia.

He added that Edelman is looking to open a second, branch office in Indonesia in the next year, and that the firm will work with university partners to develop intellectual property content to provide evidence and insights for clients.

Lock joined the PR firm 18 months ago as COO and was subsequently made CEO in April. The agency has 140 employees in its Jakarta headquarters.

The rebranding exercise comes after IndoPacific Edelman spun off its subsidiary, Stratcom, in October as a separate sister agency known as Zeno Stratcom. The latter is now part of Edelman's global sister PR brand, Zeno, with 35 employees in Jakarta.

“We expect consumer businesses to be doubled in the next 18 months as there are increasingly international brands coming into Indonesia,” Lock told Campaign Asia-Pacific.

Currently, one-third of the firm’s business is on digital, while another 45 per cent is on corporate and public affairs. The rest are health and human services; NGO and research and client services.

Edelman Indonesia has identified three trending business needs in Indonesia that are at the heart of its strategic business direction. They include the impact of Indonesia's rapidly changing social and political landscape on foreign investment, harnessing the power of social media and preparing local companies for international expansion.