MullenLowe Lintas Indonesia

What MullenLowe Lintas Indonesia does

MullenLowe Lintas Indonesia is a Jakarta-headquartered, full-service integrated communications agency operating as the Indonesian arm of MullenLowe Group, a global network of 55+ markets and 4,000+ employees ultimately owned by Interpublic Group (NYSE: IPG). The firm provides Creative, Strategy, Digital, Brand and Corporate PR, and Social Influence services — including CX strategy, UX, design, CRM, data activation, development, and SEO — to enterprise clients across FMCG, banking and financial services, automotive and transportation, telecommunications, and consumer technology. Its client roster is led by Unilever (across brands including Lifebuoy, Clear, Closeup, Pepsodent, Rexona, Vaseline, Sunsilk, Pond's, Domestois, Pureit, and Indofood brands Indomie and Qtela), and supplemented by Garuda Indonesia, BRI, Permata Bank, Allianz, BPJS, Uber, Reebok, XL, Indosat Ooredoo, LINE Indonesia, Nippon Paint, Pertamina, and Garuda Indonesia.

The agency's operating model is B2B professional services: revenue is generated through client service fees, project-based engagements, and retainer arrangements under agency-of-record mandates, with new business won via competitive pitches (e.g., the Qtela three-way pitch against Hakuhodo and incumbent Neo). It pursues a 'Positive Dissatisfaction' challenger philosophy under David Lukas (Group Managing Director since March 2020), with global positioning differentiating on the claim that innovative brands grow at twice the pace of their competitors. Technology and creative differentiation rests on the MullenLowe global identity system — including the generative octopus logo and trademarked Tentacle Typography System launched June 2023 across 57 markets — backed by 27 industry awards since 2016 and a D&AD Black Pencil on the global network's roster.

Name

MullenLowe Lintas Indonesia

Legal name

MullenLowe Lintas Indonesia

Website

https://indonesia.mullenlowe.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

MullenLowe Lintas Indonesia is a Jakarta-based, full-service integrated communications agency — part of MullenLowe Group (Interpublic Group) — providing creative, strategy, digital, PR, and social influence services to enterprise clients across FMCG, BFSI, automotive, telecommunications, and consumer technology in Indonesia.

Ownership category

akta.pro rank

Product category

Advertising Services

NAICS

Advertising Agencies (54181), Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Integrated Advertising (Brand + Performance + Media) (BPAFAAAA)

akta.pro secondary industries

Marketing Technology, AdTech & MarTech Services (BPAFAAAN), Digital Marketing Strategy & Channel Mix Advisory (MPAAAFAF)

Keywords

• Advertising services
• Creative communications
• Brand strategy
• Integrated marketing
• Digital campaigns

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. Advertising and Communications Services: Full-service integrated communications agency providing Creative, Strategy, Digital, Brand and Corporate PR, and Social Influence services to major brands. Revenue is generated through client service fees, project-based work, and retainer arrangements across the agency's portfolio of clients in Indonesia.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

MullenLowe Lintas Indonesia is a full-service integrated advertising and communications agency operating in Indonesia as part of the global MullenLowe Group network. The agency delivers end-to-end marketing communications across five core disciplines: Creative Services (concept development, visual and interactive design, campaign production), Strategy (brand planning and insight-driven planning), Digital (CX strategy, UX, design, CRM, data activation, development, SEO), Brand and Corporate PR, and Social Influence (social media marketing and community growth). Services are delivered directly to enterprise clients through client service fees, project-based work, and retainer arrangements.

Product overview

MullenLowe Lintas Indonesia is an integrated advertising and communications agency operating as part of the MullenLowe Group global network across 55 markets. The agency offers a unified suite of marketing communications services centered on creativity: Creative Services (concept development, visual design, interactive design, campaign production), Strategy (brand planning and insight-driven campaign development), Digital (CX strategy, UX, design, CRM, data activation, development, SEO), Brand and Corporate PR, and Social Influence (social media marketing and community management). These offerings work together to provide clients with comprehensive advertising and marketing solutions across traditional and digital channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Creative Services Integrated creative and advertising services spanning concept development, visual design, interactive design, and campaign production for enterprise brand clients in Indonesia.
• Strategy Brand strategy and planning services focused on identifying human insights behind business problems to build effective creative solutions for clients.
• Digital Digital experience capabilities including CX strategy, UX, design, CRM, data activation, development, and SEO for enterprise clients.
• Brand and Corporate PR Brand and corporate public relations services leveraging access to world-class creators, thinkers, and makers to earn brands attention in the Indonesian market.
• Social Influence Social media marketing services focused on earning engagement through authentic conversations, community growth, and cultural relevance across platforms such as TikTok, Instagram, and YouTube.

Quantifiable outcome

• 9 million YouTube viewers within a few months for Tree of Life campaign
• +2 more outcomes

Named customers21 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

Feature2 records

Partnerships

Eight partnerships are on record, tiered minor, notable and core.

• Kemistry Films IndonesiaminorStrategic or Co-development Partner · 1 January 2024Production partner for Lifebuoy Dreams campaign. Kemistry Films Indonesia handled production with director Ismail Kamarul and post-production by Prodigi Indonesia.
• Garuda IndonesianotableStrategic or Co-development Partner · 17 March 2020Garuda Indonesia selected MullenLowe Lintas Indonesia to create dedicated campaigns for its cabin crew, who were named World's Best Cabin Crew for three consecutive years and a 5-Star airline. The agency produced the 'Hands' TV commercial showcasing dedication, heartfelt service, and great teamwork through contemporary Indonesian dance choreography.
• Liverpool FCnotableStrategic or Co-development Partner · 17 March 2020Garuda Indonesia, as official global airline partner of Liverpool FC, launched a global brand marketing campaign in partnership with the English football team. MullenLowe Lintas Indonesia was the lead creative agency for the LFC Tour 2013 pre-season Asian Tour campaign.
• MullenLowe Group (Global)coreStrategic or Co-development Partner · 13 May 2015Mullen and Lowe and Partners joined to form MullenLowe Group, a creatively-driven global agency network with common entrepreneurial heritage and challenger mentality. The Indonesia entity became MullenLowe Lintas Indonesia, part of this global network operating across 55+ markets.
• Can Your Lions Initiative PartnersminorStrategic or Co-development Partner · 1 January 2015MullenLowe Group challenged the global creative community to 'Can Your Lions' to donate the monetary replacement value of Cannes Lions statues to Nepal earthquake relief. The initiative invited all winning agencies and companies at Cannes to join the humanitarian cause.
• Qtela (PT Indofood Sukses Makmur)notableStrategic or Co-development Partner · 13 March 2014Lowe Indonesia won Qtela duties following a three-way pitch against Hakuhodo and incumbent Neo. Lowe became AoR (Agency of Record) for the new snack range, carrying out full-service campaigns across Indonesia. The brief involves modernising traditional Indonesian snacks.
• Indomie (PT Indofood Sukses Makmur)coreStrategic or Co-development Partner · 13 March 2014Lowe Indonesia successfully retained marketing duties for Indofoods' iconic instant noodle brand Indomie. The agency has a deepening partnership with Indofoods across multiple snack brands including Qtela.
• Unilever (Lifebuoy)coreStrategic or Co-development Partner · 1 January 2013MullenLowe Lintas Indonesia has an ongoing strategic partnership with Unilever's Lifebuoy brand, producing campaigns including 'Help A Child Reach Five', Tree of Life, Dreams, Akar Kuat Di Bulan Suci, and Lifebuoy Cool Fresh Ketempelan Dinginnya. The Tree of Life film reached 9 million YouTube viewers in months.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Dentsu Creative Indonesia: Dentsu Group's creative arm in Indonesia, offering integrated brand communications across creative, digital, and media. Comparable as a full-service competitor for the same multinational enterprise client roster (Unilever, telco, automotive).
• Ogilvy Indonesia: WPP-owned full-service creative agency in Jakarta and one of MullenLowe Lintas Indonesia's closest competitors — David Lukas, the agency's CEO, previously led creative teams at Ogilvy. Comparable across creative, brand strategy, and integrated communications for enterprise clients in the same Indonesian verticals.
• Leo Burnett Indonesia: Publicis Groupe-owned creative agency operating in Jakarta with overlapping FMCG and telco clients (David Lukas also previously led creative teams at Leo Burnett). Closely comparable in integrated creative services and enterprise client targeting.
• BBDO Indonesia: Omnicom-owned creative network in Jakarta competing for the same FMCG and enterprise accounts. Directly comparable in terms of integrated creative services, award-driven positioning, and global-network leverage.
• Hakuhodo Indonesia: Jakarta-headquartered Japanese-network agency competing head-to-head with MullenLowe Lintas Indonesia for the same FMCG, automotive, and telco accounts. Directly comparable because it was the named competitor in the Qtela three-way pitch that MullenLowe won, and serves a similar Indonesian enterprise client roster.

Broad incumbents

• JWT Indonesia (VMLY&R): WPP-owned Wunderman Thompson / VMLY&R entity operating in Indonesia with broader integrated digital + creative + commerce capabilities. Comparable as an established holding-company network competitor with overlapping enterprise clients.
• Publicis Groupe Indonesia: Global holding company with significant Indonesian operations spanning Leo Burnett, Publicis, Saatchi & Saatchi, and Starcom. Comparable as a broader incumbent offering integrated creative, media, and digital at scale — a competitor MullenLowe Lintas Indonesia frequently loses and wins against in pitches.
• WPP plc (Indonesia operations): Global holding company with Ogilvy, VMLY&R, Grey, and GroupM operations in Indonesia. Comparable as the largest holding-company competitor providing integrated services across creative, media, and PR to the same enterprise clients.

Emerging players

• Isobar Indonesia: Dentsu's digital experience agency in Indonesia focused on CX, commerce, and digital transformation. Comparable as a digital-first competitor targeting the same enterprise clients with overlapping CRM, data, and digital capabilities.
• Mirum Indonesia: WPP-owned digital and commerce agency in Indonesia with capabilities spanning CX, design, and technology. Comparable as a specialized digital-experience competitor for the agency's enterprise clients investing in digital transformation.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/mullenlowe-group-indonesia

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries1 record

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 MullenLowe Lintas Indonesia