Moonfolks strengthens shopper marketing ambitions with GM appointment

Moonfolks has appointed Mahendro Sasongko as general manager of Moonfolks Shopex, the agency's shopper and experiential marketing division.

The appointment comes as Moonfolks Shopex - established in 2022 - continues to emerge as the fastest-growing vertical within the integrated agency, Moonfolks said.

Known within the industry as Endo, Sasongko (pictured, left) brings more than two decades of experience in brand experience and experiential marketing. Prior to joining Moonfolks, he spent more than six years at Iris as general manager for experiential marketing. His career has also included roles at Geometry Global, Wunderman Thompson and Kraft Heinz ABC.

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The move forms part of Moonfolks' broader "audacious commerce" strategy, which connects brand building efforts with commercial outcomes. Through its proprietary "experience to commerce" framework, Moonfolks Shopex develops shopper marketing initiatives and brand activations designed to influence purchase decisions and drive conversions.

The division's capabilities span consumer journey design, omnichannel behaviour mapping, path-to-purchase strategy, experience gap analysis and the creation of shopper-focused brand experiences.

Anish Daryani (pictured, right), founder, CEO and president director of Moonfolks, said the increasing importance of brand experience in influencing consumer decisions had made shopper marketing and activations central to modern communications strategies.

"The communication landscape has evolved to the point where brand experience determines the mental switch that consumers make to try and buy the brand. While shopper marketing works to make the brand visible and unmissable, brand activations come in to help them 'feel' the brand, creating an experience that helps them believe in the brand promise," he said.

"Building on the success of this model, we felt it's the right time the team gets strong leadership to stir this specialism for further success. In Endo, we found the perfect cultural fit, hunger, ambition and dependability to create the most immersive brand experiences that our clients truly deserve."

Sasongko will be based at the agency's Jakarta headquarters and will oversee Moonfolks Shopex operations across Indonesia, Brunei and Vietnam.

Commenting on his appointment, Sasongko said: "I've watched Moonfolks rapidly evolve into a creative powerhouse with a unique offering - delivering not just different, but truly distinctive solutions that drive impact. With my expertise, I look forward to partnering with Moonfolks to build end-to-end, professional, and creative solutions that exceed client expectations and push boundaries, perhaps to the moon!"

The Shopex division has delivered a number of high-profile campaigns in recent years, including work for Vaseline's Roboderm AI initiative, Lux Fine Fragrance and Amar Bank's "Brankas" campaign.

Moonfolks was established following Daryani's acquisition of M&C Saatchi Indonesia in January 2024. The agency's client roster includes TikTok, PermataBank, Asian Paints, AIA Insurance, Unilever, XL Axiata, Puma, Mastercard, Sampoerna, Kimia Farma, Vivo and Danone.

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