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MMA Impact 2023 in Jakarta

AnyMind Group was recently at MMA IMPACT 2023 in Indonesia, here’s a recap of the eventful day!

Kosuke Sogo, CEO & co-founder of AnyMind Group, delivered a keynote speech, shedding light on “3 key trends in APAC’s e-commerce landscape for 2024 that marketers need to know.”

Sogo emphasized that brands should diversify their channels to increase revenue. According to reports, brands see a 190% revenue increase for brands selling on two or more channels compared to a single channel. These channels include e-commerce, the brand’s website, chat commerce, and live commerce.

The next trend focuses on the increasing importance of attribution and ROI justification for commerce. Influencer marketing has evolved to be attributed to specific parameters, such as which influencer drove the most sales on a particular e-commerce channel. This trend has given rise to a new type of influencer: eSOLs (e-Selling Opinion Leaders).

With cookie deprecation and changes to IDFA tracking, audience identification, segmentation, and tracking have become more challenging. This makes first-party data even more critical.

Lastly, there is a notable growth trend in unified commerce. Brands that embrace unified commerce show 3 to 6 times higher annual revenue growth, as shown by Google. Unified commerce involves connecting backend systems with customer-facing channels via a single platform. It supports omnichannel journeys, creating a unified view of shopper interactions, products, and management systems. It involves combining selling channels and optimizing operations, including logistics, CRM, marketing, and store ops.

Following Sogo’s keynote speech, Aditya Aima, the Managing Director of Agency Business at AnyMind Group, moderated a panel discussion featuring Vebbyna Kaunang, Chief Marketing Officer of PT. Kino Indonesia Tbk, and Veronika Utami, Marketing Director for Consumer Dairy and Specialized Nutrition at Frisian Flag Indonesia.

The discussion delved into how brands are leveraging next-generation commerce by integrating online-to-offline (O2O) channels to create comprehensive shopping experiences. The panelists explored customer-centric strategies and future trends in the interconnected world of unified commerce.


Later that evening, MMA hosted the SMARTIES AWARDS for various marketing campaigns throughout the year.

AnyMind Group received three awards:

  • Social Media Marketing Category – Unilever and Mindshare Unilever Indonesia / AnyMind Group for #MOLTOPEMERSATUPASUTRI (Silver)
  • Emerging Tech Marketing, Experimental or Innovation Technology – Unilever and AnyMind Group / Mindshare for WALL’S FEAST POP – A.R. MOUTH DETECTION GAME (Bronze)
  • Creative, Customer (CX) / User Experience (UX) & Design – Blibli and AnyMind Group / Wavemaker for BLIBLI RAMADAN – PLAYABLE AD (Bronze)

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