Edge Asia continues expansion; Indonesia’s Alpha Salmon joins network

Edge Asia Alpha Salmon

May 5, 2014: Edge Asia – the first digital advertising group born and bred in South East Asia – continues its regional expansion, with Indonesian digital agency Alpha Salmon joining its network.

The move sees the two organizations (both part of STW) join with a clear strategic intent; to provide South East Asia’s most sophisticated clients with a network that can provide true regional scale, teamed with the strongest and deepest expertise in each market.

Alpha Salmon will continue to operate in the local Indonesian market and retain its brand but will now operate as part of the broader Edge Asia group. The partnership reinforces Edge Asia’s position as one of the largest operations in the region, with 65+ Alpha Salmon staff in Indonesia and more than 600+ across the region.

Together the organizations have a range of powerhouse brands on the client roster including Unilever, Hutchinson 3, and Diageo, HSBC, Visa, Mead Johnson, and AIA.

STW CEO Michael Connaghan said of the partnership: “Alpha Salmon has been an absolute triumph in Indonesia, starting from zero several years ago to become a top-three digital agency today. Bringing Alpha Salmon into the Edge Asia network is a natural progression that will deliver real benefits to our clients and our staff across the region.

“It also enables the technical depth and strength of the Alpha Salmon business to be retained and leveraged as a centre of excellence across the Edge Asia network, while providing Alpha Salmon staff and clients access to a broader range of business services through Edge Asia’s expertise and capabilities regionally,” he continued.

This includes the ability to tap into Edge Academy, Edge Asia’s immersive digital training programs for SE Asia-based clients and marketers in the digital age. Edge Academy will be coming to Indonesia later this year.

“In the past couple of years, Alpha Salmon has been a dependable partner in delivering results,” said Adeline Ausy Setiawan, Unilever Indonesia Country Media Director.

“Now it is time to create more compelling works to break new ground in the digital industry. I look forward to making this happen together.”

The news follows the recent appointment of Fachry Badry to the position of Managing Director, Alpha Salmon. Badry brings over 15 years of agency experience on account management and strategic planning from leading international networks including Y&R, Bates, Dentsu, Mindshare and McCann.

Prior to joining Alpha Salmon, Badry was head of digital at McCann Erickson Indonesia where he was responsible for kick-starting McCann Digital, the digital business unit of McCann Worldwide Group Indonesia.

During his agency career, Badry has worked across a raft of global brands and clients, such as P&G, Toyota, Honda, Citibank, Unilever, BAT, Nestle, GSK and Sony Ericsson.

Edge Asia was created in May 2013, as the first regional digital network truly ‘born and bred’ in South East Asia. The network has a strong regional footprint and deep presence in each of the Vietnam, Thailand, Malaysia, Singapore, and now Indonesian markets.

Both Edge Asia and Alpha Salmon are owned by STW, Australasia’s leading marketing content and communications group with over 4,000 employees globally.

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