Aug 2019 | The Perspective

Creative Agency Jakarta: A Brief History

The creative agency world, or perhaps more accurately the world of advertising, is an industry that has taken centre stage in all of our daily lives. From the glamour presented in popular television shows such as Mad Men to the presence it holds across billboards, printed media as well as our television, computer and mobile phone screens, it has increasingly become the go-to-industry for young creatives to apply their trade. An industry that offers the perfect avenue for minds to exert creativity in a fast-paced and competitive world.

Yet what is a creative agency Jakarta? What is its history? How has the internet shaped it and what does the future hold for it? We’ll be trying to answer these questions in the next few paragraphs.

Put simply, an advertising agency, often referred to as a creative agency, is a company providing services associated with creating, planning, and managing advertising campaigns. While one can always argue that the simple act of advertising can trace its roots to the very first time mankind wished to conduct trade amongst themselves, which perhaps stretched back to the hunter-gatherer days of our ancestors, the industry itself is believed to date back as far as 1786 when William Taylor opened his office in London, today acknowledged as the first advertising agency in history. From their beginnings, through the golden era of advertising in the 1950s, globalisation, and the ultimate shift towards digital, ad agencies have certainly come a long way. They have gained new roles and diversified with the advent of new marketing options.

All the while, locally, the world of advertising first took its roots in the 1700s as the Netherlands East Indies started to properly take shape. This industry grew even larger in early 20th century where a plethora of companies were set up to advertise goods imported from the Netherlands. Upon achieving independence, the world of the creative agency Jakarta really took off and has developed into the juggernaut industry it is today, with local and international agencies taking root in the country.

Yet either locally or internationally, the rise of the Internet and online advertising technologies have given agencies access to unparalleled amounts of data about consumers and their online behaviour. The resulting diversification of marketing options has become the main challenge for brands, influencing what they expect from agencies today. While many brands still think of ad agencies in traditional terms, specialised agencies increasingly explore opportunities offered by social media, display ads, retargeting, and content personalisation. Online tracking and data-collection techniques have elevated advertising to a completely new level, allowing for efficiency unattainable with offline methods, but advertising agencies do not have to be software-development experts to remain competitive.

Where it goes from here is open to so many possibilities that accurately predicting the future would be an almost impossible task. However, as an integrated and full-service marketing communication agency, NAVA+ Group along with its whole host of specialised sub-brands have fully embraced these new developments and have developed into being one of the leading creative agencies Jakarta in Indonesia. And NAVA+ Group are fully embracing the future of creative agency Jakarta.