Rohan Mahajan Shares OMG Indonesia's Approach to Facing the Digital Era and Hyperlocal Strategy

Kapanlagi.com - In the midst of a constantly changing advertising landscape, the ability to adapt has become a crucial factor for survival and excellence. Omnicom Media Group (OMG) Indonesia, under the leadership of Rohan Mahajan, proves that an approach combining data and technology can address the challenges of a new era in the marketing world.

With the cultural and demographic diversity of Indonesia, relevant and tailored communication approaches become very important. Rohan Mahajan emphasizes that a deep understanding of local characteristics is key to creating impactful campaigns.

"Indonesia is a dynamic market. With its diverse consumers and rapid digital adoption, there are significant opportunities for both OMG and our clients," said Rohan during a discussion titled "Unpacking Agency Leadership Styles".

In the event, Rohan explained his leadership approach that shapes the work culture at OMG. The philosophy he applies focuses on the spirit of “Let’s get things done” which emphasizes the importance of acting quickly, being goal-oriented, and prioritizing client needs. This culture has shaped the OMG Indonesia team to be collaborative and highly focused on client solutions.

"OMG Indonesia is more than just an agency; we are a trusted partner for our clients. They are very enthusiastic about collaborating and rely on us to help them navigate the complex media landscape."

1. Comprehensive Understanding

With nearly ten years of experience at this agency, Rohan believes that effective performance is not just about execution, but also rooted in a comprehensive understanding of the needs and issues of clients.

According to him, a comprehensive understanding of client challenges opens opportunities to provide the right solutions.

"This not only creates a work culture that is fully responsible, where delivering results is not just a target, but a standard to help our clients achieve their business goals," said Rohan Mahajan.

Seeing the growth of digital and consumer diversity in Indonesia, OMG Indonesia prioritizes adaptation as a way to remain relevant. One of the ways is through investment in intensive training and continuous learning through regional networks. This approach allows teams to share insights and best practices that address local dynamics.

"This also helps enhance the capabilities of our talent, which is indeed the backbone of OMG Indonesia's success," emphasized Rohan.

2. Collaboration with Various Platforms

Rohan Mahajan (Credit: Dok OMG)

OMG also operates on a test-and-learn principle, where collaboration with various platforms allows employees to access the latest devices and up-to-date information. Additionally, rotating the performance team across various sectors keeps the work spirit high and creates agile and versatile talent.

"We partner with all platforms to equip our employees with the latest devices and insights. Our performance team is also rotated across various sectors, which keeps the work fresh, makes employees comfortable, and builds versatile and adaptive talent," explained the man who has been with OMG since 2017.

In designing communication strategies, OMG Indonesia continues to pay attention to consumer expectations, which now demand engagement through e-commerce, influencers, and hyperlocal approaches.

"Indonesian society currently expects content that is not only personal but also relevant to culture, connected to communities, and practical," said Rohan.

To meet these expectations, OMG leverages data signals from platforms like TikTok Shop and Tokopedia. Through the Omni system, OMG combines client data with behavioral and transactional data in real-time.

3. Niche Creators

"With our open-source Omni operating system, we can integrate first-party client data, data collected directly from clients, with behavioral and transactional insights in real-time or at that moment. This allows for smarter and more dynamic storytelling that adapts in real-time to how consumers behave and shop," explained Rohan.

In terms of collaboration with influencers, OMG now prefers to work with niche creators who have a close connection to the local community.

"We collaborate more with niche creators, those who focus on specific segments or interests, who are truly embedded in the local ecosystem and interest-based," Rohan revealed.

The hyperlocal strategy is also implemented through content adjustments based on regions and the utilization of local media. OMG even develops internal guidelines to reach secondary cities where digital growth is rapidly increasing.

"This ensures brand relevance extends far beyond Jakarta," Rohan stated.

Rohan also emphasized that talent with digital skills and adaptability is the focus of OMG Indonesia's development. As the use of AI increases, the company encourages the integration of automation in work processes to enhance efficiency and optimize work results.

4. Understanding Data

OMG also strengthens the team's competencies in terms of data understanding, content strategy, media commerce, and skills on digital platforms. This includes expertise in audience segmentation, results-based storytelling, retail media planning, and geographic activation.

"Our approach is to combine strategic thinking with hands-on platform mastery, allowing the team to deliver impact from planning to execution," said Rohan Mahajan.

Regarding the direction of industry development, Rohan sees that the integration of commerce, content, and community will be a key axis in the future. The presence of various super-app platforms such as Grab, Gojek, Traveloka, Shopee, and Lazada has transformed them into media ecosystems.

"For brands, this means planning for conversion from the first touchpoint---often within the same app," he explained.

He also reminded that AI-facilitated personalization must be balanced with the growing need for consumer data protection.

5. Holistic Thinking

To respond to this trend, OMG Indonesia strengthens its connected commerce strategy, AI and data capabilities, as well as a modular content framework approach. They also nurture their team to think holistically through a full-funnel approach and act with high speed.

"We are also enhancing talent capabilities to think throughout the full-funnel journey, defined as all stages of the consumer journey, and act with greater agility, helping our clients not just keep up with changes but also lead them," said Rohan Mahajan.

OMG Indonesia continues to collaborate with various platforms to stay at the forefront of innovation, ensuring clients gain early access to new products and exclusive insights.

"As the landscape becomes increasingly dynamic, adaptability and experimentation will be key to unlocking growth," concluded Rohan Mahajan.

(kpl/tdr)