M&C Saatchi Indonesia, which was set up six years ago as a joint venture between M&C Saatchi Group and Anish Daryani, Dami Sidharta, and Elki Hendria on 24th January 2018 has been acquired by Anish Daryani. Daryani has purchased the business’s 55% ownership from M&C Saatchi Group for an undisclosed amount. Co-founding partners Elki Hendria, executive strategy and digital director, and Dami Sidharta, chief creative officer, will both stay key members of the leadership team and shareholders in the company.
M&C Saatchi Indonesia will be rebranded as a new entity
In January 2024, M&C Saatchi Indonesia will change its name to a new company. Under a new organization, there will be total business continuity for all clients, talent, partners, and vendors. The new company will run its operations out of the same space in Menara Sentraya, Jakarta Selatah, Indonesia. M&C Saatchi Performance will, however, continue to function as a distinct legal entity even after the Indonesian creative, digital, PR, and activation industry becomes independent.
It has been a “mutually rewarding partnership” for the past six years, according to a joint statement from Zillah Bing-Thorne, the current CEO of M&C Saatchi group and chair of M&C Saatchi, and Daryani, the founder, president, and director of M&C Saatchi Indonesia, and chief growth officer of Southeast Asia. There was a mutually beneficial relationship between the Indonesian entity and the group at that time.
Anish Daryani has acquired M&C Saatchi Indonesia
On January 24, 2018, Daryani opened an office in Jakarta with executive strategy and digital director Elki Hendria and chief creative officer Dami Sidharta, who were co-founders. He had been in the advertising business for about 15 years and had previously served as CEO of Phibious Indonesia. Following the appointment of Zillah Byng-Thorne as executive chair and the departure of Moray MacLennan as chief executive in September, the agency has been grappling with exits, restructuring, and group consolidation efforts. This is the backdrop against which Daryani’s announcement of going independent in Indonesia occurs.
Indonesia’s road ahead
Performance was the agency’s fastest-growing division in 2022. It contributed 24% of revenue to earnings thanks to significant client wins like Asana, Asics, Julo, Noice, and Jobstreet. Promising performers such as Roshat Adnani and Kabeer Chaudhary were promoted. Adnani is the managing director for APAC. He will be responsible for the region’s P&L. Meanwhile Chaudhary is currently the global CEO for the Performance vertical, based in Singapore.
Among the companies that Daryani currently works with are Asian Paints, Adaro Energy, Ismaya Group, PermataBank, ByteDance, Sampoerna-Phillip Morris, Tempo Scan Group, Unilever, Kimia Pharma, Mandi Pharma, Mastercard, Grab, LG, Pertamina, Kemeperekraf (Wonderful Indonesia), and Astra Credit Company.
Here’s what they said
Anish Daryani said,
M&C Saatchi is one of the strongest brands in the business, and it has been my life’s honour to serve the group over the last 6 years. We started M&C Saatchi Indonesia with just the three of us (with Dami and Elki), and have grown to a team of hundred. We’ve earned many Agency of the Year titles over the years, among other awards including our first Cannes Lion, attracted the best talent, and built a formidable business. Here, I have learnt immensely, and forged strong bonds with friends I made the world over from across the network. However, as a creative entrepreneur, some of my ambitions can only be met as an independent entity, which regretfully involves my exit from the group. I’m grateful for all the good times we have shared together, and for Zillah’s keenness to agree to a deal that helps me race towards meeting my ambitions. For M&C Saatchi Group, I will continue to be a reliable friend. As we take our second first step, we wish to continue serving our clients with the same level of passion and integrity, and setting higher benchmarks in the industry.
Zillah Bing-Thorne added,
We have enjoyed our relationship with Anish and wish him & colleagues all the very best for their new venture.
- Netra is a Dual Masters graduate in International Business and Marketing. She is a content-writing enthusiast and a social media addict. In her downtime, you will find her headbanging to Pop songs from around the world. She is also a sports fanatic and especially loves F1, Volleyball, and Cricket. Her hobbies are baking and watching Anime.
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