Fortune Indonesia and Fortune PR announce business wins

Fortune PR has been chosen by batik manufacturer Danar Hadi Batik to handle brand strategy and integrated communications for the next 12 months, after a competitive pitch called in January.

The agency is tasked to develop brand communications strategy and run an integrated communications campaign to create a new image for batik as a modern fashion concept, since batik is considered to be old-fashioned by many people.

Danar Hadi was founded in 1912 and has since launched brands such as Danar by Danar Hadi, DanarHadi; Danar Hadi Sport as well as Danar Hadi for Kids. It has also expanded into other businesses such as furniture, textile manufacturing and tourism.

Diana Santosa, managing director of Danar Hadi, said that the agency was chosen for its strategic and creative concept, and the partnership is expected to create positive synergy to revitalise and activate Danar Hadi as the top batik producer in the country.

It is the first time Danar Hadi has appointed an agency, as it hopes to refresh its image, accelerate retail sales and enlarge its market, Santosa added.

Ayu Meganingrum, associate director of Fortune PR Healthcare & Consumers, noted that the biggest challenge from the brief is that it needs to build the brand-communications strategy from scratch as well as the integrated communication plan since the client has never worked with an agency before.

According to deputy minister of education and culture Wiendu Nuryanti, the growth of batik industry in the country has exceeded more than 300 per cent in the last 3.5 years. The industry is expected to grow with companies beginning to accommodate fashion trends into their products.

Meanwhile, paint brand AkzoNobel has named Fortune's digital division Fortune DId to work on the digital strategy and campaign for Dulux for the next 12 months.

The contract came after a pitch called last month, which also included agencies such as incumbent XM Gravity, Bubu and Ardigi. Fortune DId is tasked to work closely with the brand in creating brand experience for customers, through social media and digital engagement, to strengthen its brand awareness and maintain its market leadership.

“One of the challenges is to make people paint their home more frequently, while most people still consider painting as a hassle for a homeowner, and how digital and social media can play a role to tackle the challenge,” said Yurio Arfianto, assistant manager of digital & creative for Dulux.

Correction, 28 May, 3 pm: This story has been corrected. It initially stated that Fortune PR was part of Fortune Indonesia. They are separate companies under FORU Group.