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.

This article is part of a Spotlight series on how brands in Southeast Asia can develop effective marketing partnerships for growth. Read more

“Bersatu kita teguh, bercerai kita runtuh” or “Together we are strong, divided we crumble” is an old Indonesian proverb that is ingrained in people’s minds as part of collective society which believes in the spirit of “gotong royong” or mutual assistance – another Indonesian value being that has been handed from generation to generation since 400 AD.

Despite the country’s modernisation, progress and urbanisation, gotong royong in Indonesia is more than just...

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