Balance long-term brand building & short-term performance marketing: Ricky Afrianto

Ricky Afrianto, Director and Global Marketing Director of Mayora, a Jakarta-headquartered global company with presence in 90 countries, shared his perspectives on marketing strategies, brand development, and emerging issues to be encountered in the ever-changing digital world. He was addressing the World Out of Home Organization (WOO) APAC Forum in Bali.

Ricky began by highlighting Mayora’s extensive global presence, and about the group’s well-known brands, such as OB2, Danisa, Kuang Kuang, Bang Bang, and Maltese. He stressed upon Mayora’s remarkable market share in the coffee mix category, even surpassing leading competitors on a global scale.

Throughout his informative address, Ricky highlighted the vital importance of finding the right balance between long-term brand building and short-term performance marketing. He cautioned against putting too much focus on immediate results, as that could hinder a brand’s long-term growth. To illustrate this point, Ricky engaged the audience in a live experiment, asking them to remember how many digital, highlighting the challenge of making a lasting impact through digital advertising. 

Ricky also emphasised the effectiveness of traditional advertising methods, such as broadcasting and OOH advertising, in the brand-building process, advocating for a strategic combination of both traditional and digital marketing approaches. He raised an essential question about the need for a clear industry standard when measuring ad reach and frequency in the Asian market.

Addressing the issue of decreasing attention spans in digital advertising, Ricky noted that viewers often only dedicate a few seconds to ads. This challenges digital agencies to innovate and create more efficient and effective digital campaigns. Ricky stressed the enduring importance of crafting compelling brand stories that resonate with consumers.