Unilever Foods Indonesia selects social media partner for Bango and Royco

Unilever's Foods Division in Indonesia has named McCann Studio Indonesia as its social media agency, extending the agency's partnership with the FMCG giant to encompass social media strategy, content production and creator management.

Effective from July 2026, the appointment covers Unilever Foods' portfolio in Indonesia, including flagship brands Bango and Royco. The win expands McCann Studio Indonesia's existing relationship with Unilever by adding the Foods Division to its roster of brand partnerships.

Central to the partnership is an embedded operating model, with McCann Studio's team working directly from Unilever's offices rather than through a conventional agency arrangement. The setup is designed to enable closer collaboration with the Foods brand teams, allowing for faster decision-making, greater responsiveness and tighter creative alignment.

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The embedded team will comprise dedicated social media managers, content creators and multimedia designers, supported by an external creator network and AI-powered content production tools. According to the companies, the model is intended to function as an extension of Unilever Foods' internal brand team, supporting the content process from briefing through to delivery.

Dinoy Alamsyah, media lead for Unilever Foods Indonesia, said consumers increasingly make meal decisions while engaging with social media, requiring brands to adopt a social-first approach to content production.

"Our consumers decide what's for dinner while scrolling - every day, across every brand we run. Meeting that means being genuinely social-first: an audience-first content supply chain with insight at the front, and the pace and craft to turn it into content people choose to watch in the feed. We needed a partner who could operate at that speed and complexity as an extension of our team. McCann Studio built their model around that. We're excited for what we start building in July," he said.

Bellamia Agustina, general manager of McCann Studio Indonesia, said the partnership reflects a broader shift in how the agency approaches client collaboration.

"Winning the Unilever Foods account is something we're genuinely proud of - not just as a business milestone, but because of what it represents in terms of how we work. We've always believed that the best creative partnerships are built on proximity and trust. The embedded model we've agreed on with the Foods team reflects exactly that. We're not just an agency they brief remotely - we're sitting alongside them, thinking alongside them, and moving at the speed their brands demand," she said.

McCann Studio Indonesia is the content production and social media arm of McCann Indonesia. Part of the global McCann Worldgroup network, which now sits under Omnicom following the IPG-Omnicom merger, the studio focuses on integrated content production across social media, digital, eCommerce and creator-led formats for brands in the FMCG, beauty, wellness and lifestyle sectors.

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.

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