Mataram, NTB (ANTARA) \u2014 Semesta Network director M Hafidullah has\nsaid the creative agency business now has an increasingly broad scope\nand is no longer limited to producing content or managing social media\ncampaigns.<\/p>\n
\u201cIf anyone today thinks that a creative agency only makes content,\ndoes social media activations, runs campaigns and so on, then creative\nagencies today have gone beyond all of that,\u201d Hafidullah said while\nspeaking at an event organised by the NTB Tourism and Creative Economy\nOffice in Mataram, NTB, on Tuesday.<\/p>\n
He explained that creative agencies are one part of the creative\nindustry ecosystem, which has a very large and diverse market.<\/p>\n
According to him, within the agency ecosystem there are various\nclusters, including advertising agencies, creative agencies, digital\nagencies and media agencies, each with different functions and business\nopportunities.<\/p>\n
\u201cIf everyone becomes an agency, you all end up competing with each\nother. If I may offer guidance, take on your respective roles,\u201d he\nsaid.<\/p>\n
Hafidullah, who started his business in 2002, said his business\njourney shows that opportunities in the creative industry continue to\ngrow alongside changes in technology and consumer behaviour.<\/p>\n
He began in software development before entering the world of digital\nadvertising.<\/p>\n
Over time, Semesta Network built a number of interconnected business\nlines within the creative ecosystem.<\/p>\n
One of these is its digital agency, which Hafidullah said can now be\ndeveloped into several focus areas, including services for\ngovernment.<\/p>\n
He also highlighted the enormous business potential of media within\nthe advertising ecosystem.<\/p>\n
Based on his experience handling corporate clients, communication and\nadvertising budgets are not spent entirely on advertising production; a\nlarge portion is also allocated to media.<\/p>\n
\u201cThe biggest business actually belongs to those who own the media,\u201d\nhe said.<\/p>\n
According to him, the existence of media is also closely tied to data\nand research for measuring communication effectiveness.<\/p>\n
For that reason, his company developed a research firm focused on\ndigital transformation.<\/p>\n
Beyond creative agencies, Hafidullah said the creative industry\necosystem can also be developed through intellectual property (IP)\nbusinesses, business incubators and technology companies.<\/p>\n
The IP business, he said, is now one of the growing models in the\ncreative industry because creative products can be developed into\nvarious commercial forms.<\/p>\n
\u201cWhat is sold could become a product. That falls into the IP\ncategory,\u201d he said.<\/p>\n
He also encouraged creative economy players in NTB not to focus on\njust one type of business.<\/p>\n
In his view, dividing roles within the ecosystem can instead create\ncollaboration and expand the market.<\/p>\n
Hafidullah assessed that opportunities in NTB\u2019s creative industry are\nwide open because the creative economy ecosystem has a large and\ncontinuously growing market.<\/p>\n
He noted that the creative economy now encompasses 21 subsectors,\nwith the emergence of new types of ventures such as content creators and\nautomotive modification.<\/p>\n
\u201cWhen we talk about the creative ecosystem, the market will never run\nout. The market is enormous,\u201d he said.<\/p>\n
On that occasion, Hafidullah also shared Semesta Network\u2019s experience\nhandling a number of major clients, including PT Pertamina, BSI and the\nMinistry of Public Works and Housing (PUPR).<\/p>\n
He cited the management of the PUPR Ministry\u2019s digital\ncommunications, which included creative content featuring Minister of\nPublic Works and Housing Basuki Hadimuljono.<\/p>\n
According to him, creative content that appears spontaneous on social\nmedia still fundamentally requires strategy, concept, production and\nplanned communication management.<\/p>\n
Hafidullah hopes this experience can inspire creative economy players\nin NTB to see business opportunities more broadly and build\ncollaborations according to their respective expertise.<\/p>\n
\u201cYou all must be able to do the same,\u201d he said.<\/p>", "url": "https:\/\/jawawa.id\/newsitem\/semesta-network-creative-agencies-are-no-longer-just-about-content-production-1789480545", "image": "" }, "sponsor": "Okusi Associates", "sponsor_url": "https:\/\/okusiassociates.com" }