Guardian Indonesia Appoints M+C Saatchi Performance as Agency of Record

M+C Saatchi Performance has been appointed as the agency of record for Guardian Indonesia, one of the largest health and beauty retailers in Southeast Asia, following a competitive selection process. The agency has also recruited Arya Nugraha from Publicis Media as country director for Indonesia. Based in Jakarta, Arya will report to APAC managing director Roshat Adnani and will be responsible for local operations, client growth, and capability development. Arya previously served as business lead at Publicis Media, managing clients such as PepsiCo, Spotify, Kenvue, and Shark Ninja across various media channels, including in-store media. Before joining Publicis, he spent over 11 years at MediaCom, now known as EssenceMediacom, in various roles across Asia, including in Tokyo. The appointment comes as M+C Saatchi Performance continues to expand its presence in Indonesia. The Jakarta office now employs over 100 people, making it one of the agency’s largest and fastest-growing operations in APAC. Guardian Indonesia selected M+C Saatchi Performance through a competitive pitch process. According to the retailer, the agency’s full-funnel media capabilities and measurement offerings were key factors in the decision. Malvin Tarigan, head of marketing at Guardian Indonesia, told Campaign Asia-Pacific, “M+C Saatchi Performance stood out thanks to its data-driven, full-funnel approach and proven ability to connect media investment with tangible results at the retail level. We believe this partnership will support our growth and help us deliver greater value to the consumers we serve.” The appointment adds to M+C Saatchi Performance’s regional client roster, which already includes Grab. The agency noted that Indonesia has become an important growth market for its APAC business. Roshat said, “The Guardian appointment reflects what our Jakarta team has built—a capability to address briefs requiring an integrated media approach in a market where technical challenges are not insignificant. Arya’s appointment gives us senior leadership and deep local nuance to continue building on that foundation. He has spent his career at the heart of this industry, across influential markets and brands, and joins at an opportune moment for our clients and our business in Indonesia.” Arya expressed his focus on strengthening client relationships and expanding the agency’s local capabilities. “M+C Saatchi Performance has built a serious operation in Indonesia. My mandate is clear: strengthen the agency’s relationship with clients in this market, continue to develop the Jakarta team’s capabilities comprehensively, and ensure the brands we handle here can connect their investment with measurable outcomes. Indonesia is at an inflection point for brand growth. The timing is right.”