Feel Good Network acquires creative agency Lengua in Indonesia

Feel Good Network has acquired creative agency Lengua, expanding its growing independent creative ecosystem and strengthening its capabilities across social strategy, content creation, platform-native storytelling and creator-led engagement.

Lengua brings a social-first approach focused on understanding the language of individual platforms, identifying cultural gaps as creative opportunities and developing content around audience behaviour while maintaining brand relevance.

“Adding Lengua isn’t simply about expanding our service offering. It’s about strengthening the ecosystem we’ve been building. As brands navigate increasingly complex social platforms, they need specialists who understand culture, algorithms, creators, and content - all connected to one growth strategy. That’s the role Lengua will play within Feel Good Network,” said Wisnu Satya Putra, co-founder and CEO of Feel Good Network.

Don't miss: Feel Good Network acquires Innercircle, launches BRICKS to expand creative ecosystem

One example is its work with Grab Indonesia, with which Lengua has worked on more than 40 campaigns since 2024 across strategy, KOLs, platform-native storytelling and creative content.

Among the partnership’s notable campaigns was #MelajuDenganSyantiek, which positioned Grab’s women driver programme as a broader cultural conversation rather than solely a recruitment initiative. The campaign placed women drivers at its centre and used creators to amplify the message through platform-native storytelling.

According to the agency, the campaign generated 26.6 million views, reached eight million people and delivered 1.3 million engagements. It also generated more than 20,000 prospective women driver leads and an estimated 2.82x ROI.

For Lengua, the latest move provides an opportunity to bring its social-first approach into a wider network spanning brand, creative, content, creator, media and data capabilities.

“We’ve never been the loudest agency in the room, and that’s been a conscious choice. Over the years, we’ve focused on building our craft, our people, and a culture-led perspective rooted in understanding people before platforms. Joining Feel Good Network isn’t about becoming something we’re not - it’s about bringing that perspective to a bigger stage, alongside specialists who share the same ambition to build better work. For us, this isn’t about growing louder; it’s about building something that lasts,” said Darryl Driyarto Han, co-founder and managing director of Lengua.

Lengua was founded by Han alongside Sharon Anastasia and Dibya Roetjitra. Within the network, Lengua will work alongside specialist units including Innercircle, BRICKS and Tales Asia, as well as other content, creator, media and data teams.

The integration is intended to allow Feel Good Network to bring together different specialists around client challenges, spanning brand platforms and full-funnel creative through to social culture, content production, community building and measurable growth.

The addition forms part of Feel Good Network’s broader ambition to build an independent creative ecosystem for Southeast Asia around how brands are discovered, experienced, shared and grown.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

Related articles:
Feel Good Network enters Malaysia with Tales Asia launch and senior hires
Dentsu Creative Indonesia leaders leave firm to launch Feel Good Network
Publicis Groupe Indonesia acquires Inter Pariwara Global and iLab Indonesia