Maverick Indonesia

What Maverick Indonesia does

Maverick Indonesia is a privately held strategic communications consultancy founded in 2002 in Jakarta by Ong Hock Chuan and Lita Soenardi, both former Ogilvy PR Indonesia executives. The firm provides strategic advisory, crisis management, corporate training, strategic communication, analytics and insights, digital marketing, tactical executions, and Generative Engine Optimization (MavGEO) services to enterprise clients across Indonesia. It serves a diversified base of 100+ clients spanning multinationals (Airbus, Red Bull, Danone, Airbnb, Hasbro, Riot Games, Heineken), Indonesian banks and SOEs (BRI, CIMB Niaga, BNI Sekuritas, InJourney), and consumer brands, with engagement delivered through retainer agreements and project-based mandates.

The firm's service architecture centers on five core practices (MavGEO, Crisis Management, Corporate Training, Strategic Communication, Analytics & Insights) plus supporting modules (Digital Marketing, Tactical Executions). Its proprietary differentiators include MavGEO (Indonesia's first Generative Engine Optimization service, launched 2025), AMEC-certified measurement frameworks (the firm's Head of Analytics was the first Indonesian AMEC-certified practitioner), and a crisis management methodology that has produced documented wins including an AMEC Gold (2021) and ASEAN PR Gold for Crisis Management (2025). The firm operates on a sales-led, referral-driven go-to-market with multi-year custom engagements and quote-based pricing; no standardized tiered pricing is publicly disclosed.

Maverick is founder-controlled and operationally profitable since inception, with Citibank as its first retainer client from day one. Headcount has hovered around 50 since the pandemic (down from ~75 pre-pandemic). In 2023, five senior consultants were elevated to the management team as part of a leadership succession plan ahead of co-founder Lita Soenardi's 2025 retirement, while founder Ong Hock Chuan committed to remain for five additional years. The firm is a member of Page Society, AMEC, and OneAsia PR Group, and maintains strategic partnerships with DNArtworks, Occam Komunikasi, Talkinc, Binari, and Bedrock Asia to extend service capacity.

Name

Maverick Indonesia

Legal name

Maverick Indonesia

Website

https://maverick.co.id

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

101–250 employees

Short description

Maverick Indonesia is a Jakarta-based strategic communications consultancy founded in 2002, serving multinationals, Indonesian banks, SOEs, and consumer brands with crisis management, strategic communications, measurement, and AI-driven Generative Engine Optimization (MavGEO) services.

Ownership category

akta.pro rank

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Strategic Communications Consulting: Core consulting revenue from strategic advisory, crisis management, media training, and communication measurement services. Revenue is generated through retainer agreements and project-based engagements with corporate and government clients.
2. Training Programs: Corporate training programs for communication skills including crisis management, interpersonal communications, executive presence, media handling, and social media use. Delivered as fee-for-service programs.
3. Measurement & Analytics Coaching: Coaching sessions to help companies embark on their measurement journey using AMEC frameworks for communication strategies and planning.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

Maverick Indonesia is a strategic communications consultancy that delivers end-to-end public relations services including strategic advisory, crisis management, corporate communications training, media relations, and analytics-driven measurement of communications impact. The firm provides these services through retainer agreements and project-based engagements, with implementation ownership rather than pure advisory. Its flagship differentiator is MavGEO, Indonesia's first Generative Engine Optimization service that helps clients secure visibility in AI-driven search results.

Product overview

Maverick Indonesia is a strategic communications consultancy (PR agency) established in 2002, offering a portfolio of services centered around Generative Engine Optimization (MavGEO), Crisis Management, Corporate Training, Strategic Communication, Analytics & Insights, Digital Marketing, and Tactical Executions. The core offering is strategic communication consulting with implementation ownership, with MavGEO being the flagship AI-driven product launched in 2025 as Indonesia's first Generative Engine Services. The company positions itself as a top-tier Indonesian PR agency helping businesses stay relevant and competitive in an AI-driven environment.

Differentiator

Problem solved

Functional benefit

Brands

• MavGEO: Indonesia's first Generative Engine Optimization service launched in 2025, helping clients assess their visibility in LLM search results and integrate communications with AI as a new stakeholder.
• Maverick Wellness Program

Products and services

• MavGEO (Generative Engine Optimization) AI-driven Generative Engine Optimization service that helps companies and brands maintain visibility in AI-powered search results. Includes AI Core Audit for benchmarking and analysis, and AI Optimization for strategic visibility building. Designed for organizations that need to integrate AI as a new stakeholder in their communications strategy.
• Crisis Management End-to-end crisis communication service helping organizations prepare for, respond to, and recover from crises while protecting reputation and stakeholder trust. Includes Crisis Preparedness Programme, Crisis Simulation & Response Training, Rapid Response Counsel, and Post-Crisis Reputation Recovery.
• Corporate Training Communication skills training programs for corporate teams covering crisis management, interpersonal communications, executive presence, media handling, and social media use. Designed to help teams communicate with confidence, clarity, and impact.
• Strategic Communication End-to-end guidance for complex messaging challenges. Includes Strategic Advisory & Issue Navigation, Comprehensive Communication Planning, Creative and Ideation, Employee Advocacy Program, and M&A Communication Guidance.
• Analytics & Insights Data-to-intelligence service that helps organizations make informed, confident decisions. Includes Qualitative & Quantitative Research, Real-time Social Listening, Comprehensive Media Monitoring, AMEC Framework Implementation, Brand Health Benchmarking, and Market Entry & Competitive Analysis.
• Digital Marketing Digital marketing services including Influencer and Community Engagement Programs, Strategic Digital Consulting, Integrated Social Media Marketing, Content Strategy and Development, Professional Video Production, and AI & GEO-Driven Content Optimization.
• Tactical Executions Execution service bridging strategy and performance through Strategic Media Engagement, Comprehensive Social Media Management, KOL & Community Engagement, Campaign Execution & Monitoring, Content Localization & Adaptation, and AI & GEO Execution Integration.

Quantifiable outcome

• Gold Award - Best First Steps in a Measurement Journey 2021 (AMEC Awards)
• +4 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Page SocietycoreOthersMaverick Indonesia is a member of the Page Society, a global association of senior communications executives focused on lifting the profession and helping members develop their leadership capabilities.
• AMEC (Association for Measurement and Evaluation of Communication)coreOthersMaverick is a member of AMEC and their Head of Analytics was the first Indonesian certified by AMEC in the use of its frameworks. The firm organized the first AMEC regional summit in Jakarta.
• OAC (OneAsia PR Group)minorOthersMaverick is a member of the OneAsia PR Group, a regional PR network.
• DNArtworksminorStrategic or Co-development PartnerStrategic partnership for specialized design and creative needs beyond Maverick's core communication expertise. DNArtworks is a creative agency.
• Occam Komunikasi IndonesiaminorStrategic or Co-development PartnerStrategic partnership for specialized communication needs. Occam Komunikasi Indonesia is a communication consultancy.
• TalkincminorStrategic or Co-development PartnerStrategic partnership for specialized communication services. Talkinc is a communication firm.
• BinariminorStrategic or Co-development PartnerStrategic partnership for specialized digital and data needs. Binari is a digital consultancy.
• Bedrock AsiaminorStrategic or Co-development PartnerStrategic partnership for specialized Asia-Pacific market needs. Bedrock Asia is a regional consultancy.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• FleishmanHillard: Global public relations and communications consultancy with an established Jakarta office. Competes for the same multinational, government, and crisis-management engagements in Indonesia that anchor Maverick's premium client roster.
• Golin: Interpublic-owned global PR agency operating across Asia-Pacific with a digital and earned-media emphasis. Comparable to Maverick in serving multinational consumer, tech and entertainment brands with integrated strategic communications and influencer engagement.
• Edelman: Largest independent global PR firm with deep Asia-Pacific operations including Indonesia. Directly comparable on enterprise strategic communications, executive thought leadership and crisis advisory work for the same multinational client pool Maverick serves.
• Weber Shandwick: Interpublic-owned global communications network with Southeast Asia operations. Directly comparable on integrated strategic communications, social/digital, and measurement-driven PR for the same multinational brand clients Maverick serves.
• Burson: Global communications agency (formed from the merger of Burson-Marsteller and Cohn & Wolfe) operating across Asia-Pacific. Competes with Maverick on corporate communications, crisis management and public affairs mandates for multinational and government clients in Indonesia.
• Ogilvy PR: Global strategic communications network with an Indonesia presence. Maverick's founders (Ong Hock Chuan and Lita Soenardi) previously led Ogilvy PR Indonesia (then Indo-Ad), making it the most direct competitor for senior communications talent and blue-chip retainer accounts in the Indonesian market.
• Hill+Knowlton: WPP-owned global communications consultancy with Asia-Pacific reach. Competes with Maverick in crisis, public affairs and corporate communications for large enterprises and government-linked entities in Indonesia.

Broad incumbents

• Interpublic Group: Global advertising and communications holding company that owns Weber Shandwick and Golin. Sets the strategic and capital baseline against which an independent Indonesian firm like Maverick must compete for the same multinational mandates.
• WPP: Global advertising and communications holding company that owns Ogilvy PR and Hill+Knowlton. Relevant as the ultimate parent of Maverick's most direct multinational competitor in Indonesia and as a benchmark for scaled network operations Maverick cannot replicate organically.
• Omnicom Group: Global marketing and communications holding company whose portfolio includes FleishmanHillard, Ketchum and several other PR brands. Represents the largest pool of capital and talent Maverick competes against in the Indonesian market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@MaverickIndonesia
• Facebookfacebook.com/MaverickIndonesia
• LinkedInlinkedin.com/company/maverick-indonesia
• Instagraminstagram.com/maverick.indonesia
• Xx.com/mavtweets

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Maverick Indonesia