Mataria adds funk to its repositioning

Local agency Matari Advertising, one of Indonesia's oldest and largest creative shops, has unveiled a repositioning campaign in an effort to brand itself apart from other agencies.

Matari, which opened in 1971, handles accounts such as Indomie, Honda and Telkom.

"Nowadays every agency has its own positioning, but we never had one in writing," said Roche Rosales, account director for business development, Matari. "We needed to refresh our image, as we are one of the oldest in Indonesia and don't want to be outdated."

The new positioning is tagged 'FUNK', a Bahasa acronym which roughly translates to a combination of painstaking perfectionism and originality - Matari's new self-professed standard.

"FUNK is a simple tool to check if the work is good enough to compete in award shows. It's also the performance measure for art directors and copywriters," said the agency's creative director Dadi Santos.

The new platform is being publicised via a marketing campaign in local trade titles. The philosophy will also be adopted internally.