Growing together in Indonesia: How marketing collaborations benefit big and small brands | WARC | The Feed
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Growing together in Indonesia: How marketing collaborations benefit big and small brands
It is natural for Indonesian institutions and corporations to collaborate and create alliances because of common traditional values, says McCann’s Imperia Oktabrinda. And now that smartphones and social media have democratised marketing collaborations, business partnerships are no longer confined to those between big companies only.
Why it matters
Marketing collaborations in Indonesia have been appearing in various novel forms, such as: collaborations with unicorns; innovative collaborations that create virality in a saturated market, especially among millennials and Gen Z; pandemic-induced partnerships between big brands that benefit the health and hygiene category; and the rising trend of collaborations between local...
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