Gavin Simpson has joined The Fortuna.co as chief creative officer based in Jakarta. Simpson (pictured) told A+M that his objective is to elevate the creative output of the Fortuna organisation. According to him, the agency underwent a rebranding last year and rejuvenated its spirit and creativity.
According to Fortuna's website, it is a full-service ad agency that believes that strategic creative thinking and a good chemistry in partnership are the root to the creation of an undeniable brand. Its services cover PR, digital, creative, media and activation and it has worked with Maybank, Pegi Pegi, Honda, MINI, BNI, Cadbury, Huawei and PETRONAS, among others.
"Fortuna is a great agency. I was impressed with deputy CEO Sasa Ratna Puspita’s passion and vision for the agency. I feel, the agency being deeply rooted in Indonesia gives it a big advantage. We and the team here have great plans for the agency. We would like to achieve them together," he added. In this role, Simpson will be working closely with Sasa Ratna Puspita and the management team.
Simpson was previously the chief creative officer of TBWA\ Indonesia, a role he took on in October last year. In the newly created role, he was responsible for developing and training the agency’s talent.
Prior to that, he was with Ogilvy for over 20 years, working in Malaysia, Hong Kong and the Philippines. In 2018, Simpson stepped down as Ogilvy Malaysia's chief creative officer. He has also had stints at Naga DDB, Leo Burnett Indonesia and Y&R Malaysia before it merged with VML to form VMLY&R.
When asked about the similarities and differences between Malaysia's and Indonesia's creative scene, Simpson said: "On a whole, I feel both countries used to produce much better work. Besides that, emotions are big in the two countries. It's a much bigger canvas [in Indonesia]. Your work needs to appeal and stand out to a large population."
For companies eyeing the Indonesia market, Simpson said while reach is important, they should not forget impact. "We need to be interesting for consumers to be interested," he added.
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