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M&C Saatchi Indonesia rebrands as Moonfolks
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ollowing Anish Daryani’s majority acquisition of M&C Saatchi Indonesia, the agency was rebranded as Moonfolks on Jan. 24, 2024 to coincide with its sixth anniversary.
In line with this, the agency’s legal entity in Indonesia, PT. MCS Saatchi Indonesia, has been renamed PT. Mirabilia Media Indonesia.
Moonfolks will be led by its cofounders Anish Daryani as President Director and CEO, Dami Sidharta as Chief Creative Officer (CCO) and Elki Hendra as Chief Strategy and Digital Officer (CSDO).
The inspiration behind the rebranding to Moonfolks is that in a world driven by artificial intelligence (AI), out-of-the-box ideas aren’t good enough, and instead requires out-of-this-world ideas. The agency aims to take the brand to new heights through its motto, “Make Audacious Possible”.
To meet this end, the agency has created an “accelerated commerce” model, whereby all its services are directed toward generating commerce for clients to deliver higher return on ad spend (ROAS).
Its services include Moonfolks Advertising to translate a brand’s purpose into commerce, coled by business directors Dyah Ariani and Femmy Cowell, alongside cofounder CCO Dami Sidharta and executive creative director Yogi Tara.
Moonfolks Digital converts content to commerce and is led by CSDO Muhammad Elki Hendria. Moonfolks Shopex transcends shopper and brand experience to commerce and is led by business director Aji Harsono, while Moonfolks PR elevates brand reputation to commerce and is helmed by interim lead Anish Daryani.
The agency also announced the launch of its internal content production unit, Goosebump Pictures, led by executive producer Irma Rahmawaty, while Moonfolks Authentic Intelligence channels the agency’s expertise in generative AI to create high volumes of content with a distinct cost advantage for clients.
Following the acquisition, the agency’s holding company in Singapore has also undergone a name change from M&C Saatchi Holdings Asia Pte. Ltd. to Mirabilia Media Holdings Pte. Ltd.
The company has retained all relevant business licenses and tax papers following the acquisition, as well as all client, talent and partner contracts. The rebranding will not result in any significant changes to the Moonfolks team, which employs over 100 people.
