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PT Fortune Indonesia Tbk.

Industry	Marketing, Communication
Founded	Jakarta, Indonesia
Founder	Mochtar Lubis (1970)
Headquarters	Gedung Galaktika, Jl. Harsono R.M. No 2 Ragunan South Jakarta 12550, Indonesia
Key people	Indra Abidin, CEO
Website	http://foru.co.id/2013/id/

PT Fortune Indonesia Tbk (FORU) is a group of integrated communications development companies founded on May 5, 1970 under the name PT Fortune Indonesia Advertising Company. The birth of FORU was confirmed when Mochtar Lubis – a novelist and prominent Indonesian journalist – established Fortune Advertising and Management Consultants, which was affiliated with Fortune International Australia. At the same time, the birth of FORU also pioneered the presence of a modern advertising agency in Indonesia, which plays an important role in national development. The existence of FORU for more than 42 years in the Indonesian community has provided a competitive edge in its business activities. The range of services now includes advertising, public relations, brand activation, digital solutions, media planning and investment, exhibition, sports marketing, brand consulting as well as marketing insight.

Then FORU went public in 2002, which makes it the only integrated marketing communication services that listed in Indonesia Stock Exchange (IDX). FORU has several business segments under four subsidiaries, namely PT Fortune Pramana Rancang (Public Relation Service), PT Pelita Alembana (Advertising Services), PT Fortune Adwicipta (Graphic Design Service) and PT Fortune Travindo (Travel Service). FORU is one of the pioneers of modern advertising agency in Indonesia.

BACKGROUND

When the number of foreign investments increased in 1980s, there's a new growing opportunity for strategic communications, especially in public relations. PT. Adwitiya Alembana, now PT Fortune Adwicipta, established corporate communications division in 1983 with Miranty Abidin as the leader. The success of her leadership has brought forth PT Fortune Pramana Rancang, separate from PT Adwitiya Alembana, in 1986 and she has been the President Director of Fortune PR ever since. Fortune PR was among the first and has always been the leading Indonesian Public Relations consultancy.

In the category of communications, the business segments of Fortune Indonesia include brand consulting, advertising campaigns, political marketing, and social marketing, whereas the content category includes brand activation, branded entertainment, trade marketing, and CRM. In the channel category, the business segments include media planning and media investment as well as digital communication. In general, the business activities include brand management, strategic planning, brand auditing and brand development, the selection of suitable mass media, public relations as well as an activation program and product loyalty and client services.

Since its establishment, Fortune PR has worked with various clients from diverse backgrounds and problem areas including health care, technology, digital, finance, crisis management, Corporate Social Responsibility, litigation, marketing, production, sports, public affair, social marketing, and many more. Fortune PR's landmark campaigns include Sampoerna's corporate communications campaign, that has succeeded in transforming Sampoerna's corporate profile as a modern, professional company striving for excellence. Another landmark campaigns are Perum Pegadaian's corporate transformation program, Nestle's pork fat crisis communications campaign and "Lingkaran Biru KB" family planning campaign. In 2011, Fortune PR transformed herself to be a full-service strategic communications consultancy, providing not only PR services, but also digital, advertisement, event, brand strategy, and social marketing.

CORPORATE AFFAIRS

Legal Structure

• Fortune Pramana Rancang

PT Fortune Pramana Rancang (Fortune PR) was started in the 1980's as a subsidiary of FORU (IDX-listed communications group) and was one of the earliest public relations consultancy in Indonesia. Due to its success in managing corporate reputation and crisis handling of various local and international clients, Fortune PR has been consistently named as the most reputable strategic communications consultancy in Indonesia throughout the years. In 2011, Fortune PR rebranded itself into an integrated communications consultancy by developing not only PR services, but also integrated communications campaigns with in-house advertising, brand activation, and digital teams. In 2012, Fortune PR was crowned as the Southeast Asia Consultancy of The Year by The Holmes Report and also as Southeast Asia PR Agency of The Year by Campaign Asia-Pacific. In 2013, Fortune PR Singapore Pte Ltd was started to offer regional-scale communications campaign. Through partnership with the largest independent communications firms network, Worldcom PR Group, Fortune PR can deliver local advantage, worldwide.

• Fortune Adwicipta

Fortune Adwicipta business activities in the creative industries also include brand activation services, branded entertainment, trade activation and CRM . In 2012 the company's main activities include the rebranding effort to deliver FACT, which was born with a new name and a new spirit. Fortune Adwicipta now carries the name as its trading brand new as FACT and it is an abbreviation of For Action or it could also mean FAC Team. Along with these efforts, the FACT main strategy is certainly in 2012 also focused on the process of reorganization with the aim to establish optimal performance.

In 2012 FACT performance entirely, either in terms of financial or operational, showed quite encouraging achievement. Set targets successfully achieved including the FACT success in making the program activation Indonesia Pass the Ball (IMB) for clients Two Rabbits. This program brought star soccer player of Real Madrid, Xabi Alonso, who tried to break the world record for the most participants pass the ball. This event also became a major milestone for FACT in 2012.

In 2012 the challenge appeared from the internal side that faced by FACT, especially from the aspect of human resources. Reorganization was carried out in the year gave birth to new members in the FACT that less than optimal impact on the readiness of the team in running the business. This challenge was overcome by focusing on the main task of a leader who is able to search a new team to bring this to success. The main task was successfully fulfilled at the end of the year with the appointment of a leader who judged competent in their field and able to bring the FACT to achieve significant growth.

FACT considers that the business outlook in 2013 will be much more promising. For that, FACT is strongly committed to develop its services and upbeat to be the largest profit contributor for FORU.

• Pelita Alembana

While Pelita’s activities specifically include planning, purchasing and placement of advertising space in the media. In 2012 Pelita showed tremendous growth with record pretty much revenue contribution. In this year the company's growth strategy is focused on the development of sports marketing as well as on strengthening the creative agency. If in previous years revenue contribution was donated more than 70% by the media, then in 2012 the creative agency has begun to contribute good enough.

In the financial side, the financial performance of Pelita showed a fairly good achievement by successfully achieving the set targets. Acquisition revenue showed a significant result. Increased revenue contribution is largely supported from the acquisition in the media sector specialist who successfully exceeded the target. Another improvement occurred at the end of the year from the entry of corporate Pertamina and Love Juice from Kalbe as blue chip clients from creative agency that supports improved corporate earnings.

Growth performance was good enough as a milestone achievement Pelita in 2012. Also from the sports marketing, FSports have shown positive growth and were believed to be representative of ESPN in Indonesia. Achievements such as trigger eagerness to continue to innovate and provide the best.

• PT Fortune Travindo

Travindo provides a complete range of travel and travel-related service including MICE and group travel services for associations and large corporations. Providing all-inclusive services with accommodation provisions and guidance, it is a member of ASITA, IATA and PATA, and holds a license as ‘Professional Conference Organizers’ (PCO) with the Indonesia Ministry of Culture and Tourism.

The youngest organization within The Group, Travindo, is a top travel agent with the highest standard of travel related services. These services include a full range of event management, promotion and publication services. As projects evolve from conceptualization to realization Travindo stands ready to prioritize all required transportation, accommodations and facilities management for conference and exhibition management and delegates.

Senior Management

PT Fortune IndonesiaTbk's highest executive body is the Executive Director, which is currently led by Indra Abidin.

Senior members of current PT Fortune Indonesia Tbk include:

• Herman Muljadi Sulaeman (Director)
• Dedi S. Panigoro (Excecutive Commissionare and Independent Commisionare)
• Kasman Ardan (Commissionaire)
• Miranty Abidin (Commissionaire)
• Lucia Novenna Budiono (Commissionaire)
• Eva Rianti Hutapea (Independent Commissionaire)

Awards

Year	Awards	Given by
2007	The Best PR Agency	Cakram magazine
2008	The Most Creative Professional	BKPM
2009	The Best of The Best PR Agency	MIX Marketing Communications Magazine
2010	The Best of The Best PR Agency	MIX Marketing Communications magazine
2010	The Most Recommended PR Agency	MIX Marketing Communications Magazine
2010	The Best Target Market Insight	MIX Marketing Communications Magazine
2010	The Best PR Program of The Year	MIX Marketing Communications Magazine
2011	PR Agency of The Year - Silver	MIX Marketing Communications Magazine
2011	The Best Team Work	MIX Marketing Communications Magazine
2011	The Most Reputable PR Agency	MIX Marketing Communications Magazine
2011	The Best in Insight of Client's Industry	MIX Marketing Communications Magazine
2011	The Best in Insight of Client's Market	MIX Marketing Communications Magazine
2011	The Best of The Best PR Agency	MIX Marketing Communications Magazine
2011	South East Asia Consultancy of The Year - Finalist	The Holmes Report
2012	South-East Asia Consultancy of The Year - Winner	The Holmes Report
2012	Southeast Asia PR Agency of The Year - GOLD Winner	Campaign Asia-Pacific

CORPORATE SOCIAL RESPONSIBILITY

• Fortune Nusery

This CSR program is called ‘Berbagi Kasih Sayang’ with the aim to establish a Fortune Nusery since 2008. The main focus of the work program to improve the quality of education, because Fortune believes that education is the primary vehicle for improving quality of life. Fortune's studio is led by Miranty Abidin as commissioner and it is open to the active participation of the entire family of management and residents. During 2011, Fortune Nusery Pondok Pinang was active in competition business Early Childhood Education ( ECD ) Level of South Jakarta Mayor. That event was organized with various competitions among others Choir Contest, Storytelling Contest, Contest Creator of used goods as well as various other sports competition, either among teachers or between students. This activity aimed to mobilize teachers to be more creative in implementing the education and teaching activities for young children. In January 2012, FORU builded another one in the area of early childhood Ragunan, which became the main focus FORU until 2013 .

• Public Service Ad

When FORU incorporated as Fortune Indonesia Advertising and Management Consultants in 1970, the advertising industry in Indonesia was still relatively new. The presence of FORU at that time helped in introducing modern advertising system in Indonesia. Moreover, there were still a little numbers of actual advertising companies. The presence of FORU, along with Unity, founded by M. Napis and Intervista owned Nuradi, can be said to pioneer the development of the advertising industry in Indonesia, which then grow rapidly. Mochtar Lubis role, the press and democracy fighter who was also the founder FORU, also recorded in history as a pioneer of the advertising industry in Indonesia. FORU also contributed as a pioneer in introducing public service announcements in Indonesia.

• Blood Donation

Along with a strong commitment to run a business based on good governance and best practices, FORU companies realizes that sustainability cannot be separated from external factors such as social and environmental. On this basis, FORU is also committed to fulfill its social responsibility towards the community and the surrounding environment. The commitment is set out on the understanding that the company's existence cannot be separated from the role to contribute to society and the environment. In aspect of philanthropy, FORU routinely conducts Corporate Social Responsibility program that includes annual blood donation activities. FORU regards that people should feel the rewards of the company's presence in their neighborhood. This is a concern as well as the company's appreciation for the people.

• Scholarship

Education is a bridge towards the family welfare and a brighter future. Therefore, FORU takes a role in promoting education through scholarship programs for children of employees FORU, especially those who have outstanding academic achievement. Corporate Communications team as a committee of the scholarship program FORU choose the best candidate according to the search criteria: students grade 4-6, grade 1-3 junior high, and high school grade 1-3 that the average score of at least 7.5. The program is expected to build pride among scholars, as well as boost their morale in achieving educational goals.

• Indonesia Bangkit

During the crisis, Fortune together with Institut Teknologi Komunikasi Pemasaran (Technological Institute of Marketing Communications) (ITKP) took the initiative to combine a number of campaigns under one major umbrella theme, designed to help people bounce back, The initiative was based on the notion that before 1997, most social marketing programs took place independently without any common thread binding them together due to the fact that there was no overall major umbrella theme. Therefore, the image perception for the campaigns was out of sync and the accumulative effect of each cultivating image or brand building campaign was weak. Major umbrella themes were expected to act as a unifier with a social marketing program building the accumulated impact of the government’s images, opinions and perceptions, including the behavioral and attitudinal message views. These major umbrella themes had a common thread between all programs and created integrated messages and impressions. The major umbrella theme was given the name ‘Indonesia Bangkit’.

‘Indonesia Bangkit’ united various government programs and international agencies, including, among others, Family Welfare (Prokesra) from BKKBN, Social Solidarity from Departemen Sosial, Family Health Nutrition from Departemen Kesehatan and Garam Yodium from UNICEF. Fortune ialso took the initiative to campaign under the theme ‘Indonesia Bangkit’ to promote domestic products which were named Prodina or Indonesian Products.

• Prodina

As part of the post-crisis economic recovery after monetary crisis, Fortune initiate and implement a campaign to increase the use of domestic production and reduce state spending on import goods and strengthen the domestic industry in Indonesia. Fortune developed a campaign Prodina or Production Indonesia with key messages "Work Chosen Nation". One of the most popular advertising developed by Fortune was ball ad that used by FIFA for the World Cup soccer championship, which was a product made in Indonesia, something that was not known well by most people in Indonesia. Ad balls and other materials were developed by Fortune, which help so much in building an appreciation of the products made in Indonesia.

• Kondom 25

Fortune developed and promoted ‘Kondom 25' (condom). The use of brand Kondom 25 was deliberately done so that people recognized it as a contraceptive and they did not need to be shy to buy it because it was quite gesturing with hands, that two fingers plus fingers five fingers or 2-5. Kondom 25 Campaign was the first first success story of Fortune in implementing a campaign with social marketing approach, where the principles and techniques of commercial marketing were applied to promote issues of social programs.

• Aku Anak Sehat

Fortune made history in another field, namely the health of children . Although the role of Fortune is small but the impact is huge. In 1982, the Government began to implement a program that would become one of the most successful national programs, namely IHC or Integrated Service Post, a place of delivery of nutrition services and family planning and maternal and child health education at the village level which was intended to bring health services and family berenacana to residents at the grass roots. Public health Counseling Center (PKM), Ministry of Health, assisted by the United Nations Fund for Children or UNICEF, agreed to make a jingle to promote IHC. Fortune also developed a jingle song that could be sung by the children that describe the services provided by IHC. Jingle entitled: ' I'm Healthy Kids ' , very informative song jingle and easy to remember. This jingle became one of the key successes of health programs.

• Lingkaran Biru KB

One of the most success stories in social development in Indonesia is ‘Keluarga Berencana’ (KB), and Fortune was one of the main actor. Having succeeded in the promotion of Kondom 25, Fortune in 1987 was trusted to handle the Blue Circle campaign. Blue Circle program is a continuation of the program KB Mandiri. KB Mandiri was a form of government in the provision of policy implementation tools previously free contraception for all couples and next it was only provided free for poor society.

• Aku Anak Sekolah

Fortune as the team leader was assigned to develop strategies and creative concepts. Fortune helped collecting support from President BJ Habibie (who replaces the President Soeharto years) and various national leaders, such as KH Abdurrahman Wahid or Gusdur, Megawati Sukarnoputri and celebrities such as famous artists Titiek Puspa and Sherina Munaf and of Rano Karno (star of 'The Doel'). Fortune developed a program information packet Aku Anak Sekolah in the form of reference books, leaflets, posters, audio-cassette, and other supporting communication materials. Fortune also assisted the Ministry of Education and Culture in empowering school committees that established in provincial, district or city and sub-district level to the school by organizing a series of seminars and workshops where Fortune helped providing information packet that needed. Meanwhile, in order to mobilize the community, Fortune helped forging partnerships wit Drive Team Development and Family Welfare or PKK and with NGOs and other civic organisations.

• Satu Abad Bung Hatta

Satu Abad Bung Hatta program was developed and implemented by Fortune aimed to make the Bung Hatta as an example for the state officials and the public in leading the nation. Therefore, the agenda of the program was very diverse, there were public service ads, filler for TV, media communications supporting until to seminars and talk shows and issuance and sale of gold coins SABH by Goldquest Commemorative Coin Company. Those were entirely designed for 22 kinds of programs. In addition to be done to preserve this SABH celebration, it was also intended for fund raising. Fortune held seminars for 15 times that covered a variety of topics and speakers. For talk shows on TV and radio, Fortune provided material for television and radio stations and television host. The event peak of Satu Abad Bung Hatta was held in the backyard of the National Library Building in Gajah Mada street. This event was attended by President Megawati Sukarnoputri, the Cabinet Ministry, political figures, public, and other invitations. The main event was marked by a speech by President Megawati Sukarnoputri and a dazzling variety of performances including piano repertoire and songs by Soeprana and Titiek Puspa Jaya.

• General Election 2004

The work given to Fortune was divided into three parts: Commission image-building, new election system and voter registration; which would take place in the final quarter of 2003; Election Day itself (April 5) about the election process and procedures, how to choose, January to March; The period leading up to the Presidential election day (round 1: July 5th, round 2: September 20th), voter registration and know-how to choose for the first round and advice on using their voting rights in the second round. For the future development of the image and voter registration, Fortune emphasized activities on public service announcements using artists famous TV (Gogon and Nunung). While heading for the D-day election, Fortune was not only to develop public service announcements and media support, but also for the information packet and Regional Head of Regional Election Commission to help them carry out information campaigns election in their regions.

REFERENCES

Category:Companies listed on The Best of The Best PR Agency in Indonesia Category:Public utilities Category:Mochtar Lubis-founded company of Indonesia Category:Internet service providers of Indonesia Category:Companies established in 1970