BPN ties up with Interface in Indonesia

The “interface.bpn” media tie-up will bring together BPN, which focuses on programming insights including social data and has current billings of US$800 million, and Interface, part of the Navaplus integrated communications group, which works with blue chip and up-and-coming brands including Telkomsel, Astra, Medikon Laboratories and Lion Superindo.

The partnership will be led by Ranjeetha Menon, interface technical advisor.

“The new partnership will help IPG Mediabrands develop the BPN brand and accelerate growth in Indonesia and the regional market,” Prashant Kumar, IPG Mediabrands’ regional president for world markets Asia, told Campaign Asia-Pacific.

BPN is the newest network of IPG Mediabrands, the global media agency group of IPG that already has two other brands in Indonesia: Initiative and UM.

“The pace of growth in Indonesia creates a hotbed of potential for a new agency, and the dynamic, real-time capabilities of BPN give clients an amazing opportunity to maximise the new realities of a rapidly evolving market,” said Mauricio Sabogal, global CEO, BPN.

“The social-media and digital-platform expertise that BPN brings to the table will enhance what Interface offers its clients,” Menon said. “We will be all about the creativity of consumer engagement, finding innovative ways to really engage with consumers who don't care where social media begins and traditional media ends. Our aim is to be specialists in ‘share of heart’ if you like, not just ‘share of voice’.”