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View all search resultsEden joins WOW Group to strengthen capabilities in influencer marketing
The merger was exercised amid the increased needs for brands on a more integrated marketing solution.
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A merger between two companies usually combines the strength and expertise of each company to generate operational synergies that can drive higher profitability.
D
igital marketing and creative agency WOW Group recently announced the establishment of digital creative performance agency PT Eden Kreasi Indonesia through the strategic merger of one of its units, MediaScience with digital agency Eden which has served more than 30 brands in various industrial categories.
The merger strengthens WOW Group’s digital capabilities, thanks to Eden’s expertise in key opinion leaders (KOL) buying and services, campaign strategy, and building culture-based communications and community. Meanwhile, MediaScience is known for its experiences in digital media buying, media planning and performance marketing, WOW groups said in a press release issued over the weekend.
Eden was established in 2020 and has handled industries such as telecommunications, e-commerce, nutrition, personal care, home appliance, automotive and fast-moving consumer goods (FMCG).
The merger was exercised amid the increased needs for brands on a more integrated marketing solution. With the development of digital platforms and ever-increasing customers’ journey complexity, brands no longer only need campaigns which can create awareness or virality but also create measured business impacts.
Eden will operate as a digital creative performance agency under WOW Group, with a focus on assisting brands creating relevant impacts, measured and sustainable in the digital era.
“Customers currently move very fast following digital culture and conversation which also keeps changing,” said Marcia Julia, Eden chief executive officer after the merger.
“Therefore, bands require an approach which not only creative but also relevant culturally and can be measured businesswise.”
She said that by combining the power of creativity, influencer, media and performance in one ecosystem, the new company can help brands to build stronger connection with the audience and at the same time pushing for sustainable business growth.
“The merger does not only strengthen the agency’s capabilities but also opening opportunities for brands to acquire a wholistic communication solution,” she said.
Capitalizing on its more than 30 staff and a combined experience of more than 36 years, Eden is known for its approach combining creativity, local culture understanding and the use of data in building digital campaigns.
One of Eden differentiations lies on influencer marketing approach which provides direct access to KOLs without middlemen. This model allows a more efficient work process and helps brands in reaching the appropriate audience through various spectrums of talents, from celebrity influencers to micro-, nano- and community-based creators.
The capability is further strengthened by Influencer IQ, an Eden’s KOL database system, which helps map influencers based on relevance, performance and impact on campaign aim. The data-based approach allows a more precise and measured talent selection process.
