Mike’s Open Mic: Pantarei Loves LovePink

Breast cancer is one of the leading killers in our country. One in every four women may be exposed to it. Like all types of cancer, it is not something to be taken lightly and more importantly has to be faced and fought. The fighting against breast cancer takes a toll out of anyone who is diagnosed with it. It is physically painful and deteriorating as well as mentally draining – not only for the patients but for their loved ones too.

LovePink is a non-profit foundation, established by two breast cancer warriors and survivors in 2014. Both Shanti & Muti have experienced the pain and suffering of facing it, and their first hand experience of fighting it made them realise that having breast cancer by any means is not the end of the road, and there’s a way to increase the likelihood of survival.

Two main areas that LovePink dedicates itself; to educate women the importance of early detection, and to give advice and moral support to those who are fighting it.

The beauty of LovePink has caught our attention. Their dedication to help women in facing the reality of breast cancer is endless, and it goes beyond a mere relationship. The women of LovePink believe that no one should be left behind in fighting breast cancer. This is the true spirit of sisterhood that stemmed from the harshness of reality in facing this awful disease, and that spirit is being displayed at its best.

In line with our Ken’s Hope CSR program, we pledge ourselves to helping LovePink’s marketing communications needs, in spreading the awareness of their mission as well as building its brand so that it can stand strongly on its own, and continue its mission to champion women. The first of our involvement with LovePink is to help them prepare the communication materials for their yearly successful event “Jakarta Goes Pink”. It’s a Charity Run and Fun Walk to support those who are fighting it, to honour those who have survived it, and to remember our loved ones who may have suffered from it.

We salute their spirit of sisterhood and their bravery in staring breast cancer right in the eyes, and proud to be their partner in loving our women.

Let’s join their very own “Jakarta Goes Pink 2016”, and show our support to our women.

For registration, please visit www.jakartagoespink.com


July 8th, 2016



[shareaholic app="share_buttons" id="6643770"]

Mike’s Open Mic: Two to Tango

Dear Friends of Pantarei,

A year has gone by, and for many of us 2015 proved to be a tough one. But nevertheless, at this year end, we can still be grateful to find ourselves standing unscathed. Wise men say, “What doesn’t kill you only makes you stronger” – and for us it’s only prudent to find out what exactly that was, and learn from it.

In our reflection of the year that has just passed, of all the things we have done or should have done, we arrive at one silver-lining worthy of learning; behind every great triumph and every moment of survival lies a great team, and great partnership. We learn that no one is big enough to survive anything or to triumph over everything – over and over again – without a great partner at his side. The same wise men might say, “It takes two to tango.”

This learning of the great partnerships will make us walk further and lighter into 2016 – it will enable us to accomplish more, faster, and neater, or in other words: a much better year!

Before we close this year and strive into a hopeful 2016, on behalf of every Pantareian, I thank you for all your friendship, and most certainly for your kind partnership with us. Without you, we wouldn’t be standing at the end of this year unscathed. So once again, thank you, my friends. Let’s tango!

Happy New Year, and Happy Holidays!


Michael Sudarto

[shareaholic app="share_buttons" id="6643770"]

Pantarei – 11 Years in Ecstasy

Join us as we take a look back at our journey throughout the years leading up to our 11th anniversary. It took plenty of sacrifices, hard work, learning, and overall great times to build up the agency that we are today.

We’d like to say our thanks to every single person that has contributed to our story, from fellow Pantareians, beloved clients, and trusted partners from the past and present, without whom, we simply would not be.

[shareaholic app="share_buttons" id="6643770"]

Welcoming a trio of new members to our family

The results are in for the 2014 Citra Pariwara Advertising Awards, and Pantarei managed to take home some additional metal to add to our display shelf. After last year’s first ever CiPar win, this year we managed to nab two more bronzes (for Tokobagus.com “Domino” and LINE “Secret Room”) as well as our first silver trophy (LINE “UFO”)

So our next milestone is pretty clearly set, let’s hope 2015 will be an even better year for us!


[shareaholic app="share_buttons" id="6643770"]

Post-Pinasthika Report

After missing out on last year’s Pinasthika Festival, we made sure to join the festivities and sent our submissions to Togua Jogja this year.

We sent out submissions for OLX.co.id, LINE Messenger, and LG G2 for the Bawana (Jakarta based local agencies) category, and our production partner, Flex Films submitted them for the craftmanship categories as well.

And we’re proud to announce that we managed to take home a few trophies that evening, winning 2 Bronze trophies for OLX “Hidden Motivations”, LINE “UFO”, a Silver trophy for OLX “Expecting Parents”, and a Gold trophy for OLX “Living Room.”


Podium finishers!

Unfortunately we didn’t manage to repeat our 2012 “Agency of the Year” success, but 4 wins including a gold is far from disappointing!

On the flip side, our works managed to net Flex Films a whopping (perhaps even Pinasthika record-breaking) 21 wins. 8 Gold, 3 Silver, and 10 Bronze trophies in multiple categories such as Directing, Editing, and Art Direction ensured a big smile for them.


Flex wins big!

With Citra Pariwara coming up in a couple of weeks, hopefully we can improve our results from last year’s Bronze.



[shareaholic app="share_buttons" id="6643770"]

Mike’s Open Mic – Susi Pudjiastuti; A Scholar of Life

So what if Susi Pudjiastuti didn’t go to high school? So what if she has tattoos and smokes in the palace area? So what if she was married twice with bules?

It’s saddening to see pundits and smart people making comments about such trivial things about this new minister. The fact that she built her business empire from ground zero with no help from anyone seemed to be pushed aside because of these trivial things. What people have to realize is this: we go to school and college to be educated so we can have a good life, be prosperous, make a decent living, and contribute to our society. If that statement is true, it can only imply one thing: school and college are means, not the destinations. If one can be successful without the normal means, I think it is safe to say that that someone is no less smarter than doctors or professors.

The only difference between Susi and the doctors, professors, engineers or those ‘smart commentators’ in the media, is the university she graduated from. She’s a graduate from the University of Life! An education that requires a lot of qualifications beyond TOEFL, GMAT, SAT, or what have you. That University has unshakeable requirements that can’t be learned or taught: Humility and Perseverance. That’s why mama’s boys and daddy’s little girls would have a very tough time to get in, let alone graduate from this particular education system. That’s why Susi, the U of L alumni is so awesome, successful, and humble, and is now mistakenly perceived as ‘eccentric’ for the sake of being so.


A proud alumni

If they can’t understand her ‘eccentricity’, that’s understandable because she has learned that from the school which they haven’t attended, and probably wouldn’t graduate if they have.

Vini Vidi Vici, Bu Susi. Kick those sorry asses!

Jakarta, 31 October 2014,

Michael Sudarto for MOM

[shareaholic app="share_buttons" id="6643770"]

Mike’s Open Mic: To Follow or Not to Follow

Rules are meant to be broken. A phrase familiar to most of us. But, imagine if we didn’t have rules, or kept breaking the rules; how would society function and how could we have civilization as we enjoy it today? Chaos, injustice, mayhem, are probably the best scenarios we would have if we lived without rules. In short, there’s no way a society can function without rules, and therefore, logically, everyone should live within the boundary of them. The question is, if it is a question, if rules are meant to be broken (assuming this phrase has merit) – who could (and should) break the rules?

There are two kinds of leaders; the type who follows rules down to the skin of his teeth, and is very disciplined in running his organization. These are the blue-blood royal type of leaders who were born and raised with long tradition of rules and culture. This are probably the kind of leaders found in the accounting firms or financial institutions. The other type is the hippy, the free spirit who can’t abide by a single rule and runs his organization based purely on his creative instincts. A true Wherever-the-Wind-Blows type of guy. These types are most likely found in tech start up companies like the ones you would imagine flourish in Silicon Valley.


Which one is the better type of leader?

Probably neither. They both have great traits to become good leaders, but at the same time they also have bad tendencies that could potentially stall the organization they lead. Here’s why…

By definition (my definition that is) to lead means: to create a motion followed by a group of followers going into one direction, which is up. The blue-blood royal type may be the safe bet not to stall the flight, but going flat in economic terms is not good news. Sooner or later the organization would run out of gas before getting to where it is supposed to be, and that would be the end of it.

The free spirit type is obviously, to us in advertising industry, the more exciting type to like. After all, that is the birthright of every ad man and woman: to live free and as creative as possible (or so we claim). His creativity, fueled by his carefree attitude, working without rules and boundaries – anything goes – may very well strike gold overnight. After all, when you are not bound by anything you might discover something new. Sort of like Columbus when he discovered America so to speak. As exciting as it might sound, this is probably the more risky type of leader. Either you get to your destination while you’re still young and pretty, or your youth is spent in poverty. Not necessarily a bad scenario for the risk takers but again, not a very prudent bet either.

What is the better alternative then?

A combination of the two, but with conditions. The first condition is, rules have to be present and enforced in an organization, and abided by all the members of the organization, including the guys at the top. This situation is pretty much a situation like the example of the accounting firm run by the blue-blood born leader. However, the leader has to have the creative ability, not to mention bravery, to know when not to follow the rules. Why the dualism?

Because rules are made by humans, based on their past experiences, in order to create the best outcome for everyone as we progress toward a goal (again, my own definition). So far so good, but “so far” may not be far enough as one progresses. And unfortunately, humans don’t have the ability to predict the future, and therefore it’s impossible to make the perfect evergreen set of rules that is unshakeable and infinitely applicable.

The ability to know when or when not to follow the rules may give birth to yet another rule, one that may be more applicable to the current progress and situation, and therefore re-fueling the growth and the journey of the organization to a higher place…

It’s never easy to become a leader because he is the one that has to know when…


Jakarta, August 28, 2014

Michael Sudarto for MOM

[shareaholic app="share_buttons" id="6643770"]

Mike’s Open Mic: Death of the Traditional Medium?

The Internet wave has brought a new era to Indonesia’s marketing communications industry. This medium has opened us to the world, brought people closer, and made the world borderless. Along with the fast penetration of internet access, social media has proliferated and brought a new and a significant change to brand marketing communications. Now, the communication between a brand and its consumers has become two way, more intimate, engaging, and direct. With the right content and tone in the direct communication, consumers would (and could) be more emotionally connected to a brand. The Internet is a great medium to build an everlasting connection.

The question is: Since brand building in the marketing communication context has always been about building an emotional connection, what’s going to happen to the traditional media where communications generally only happens one way; from a brand to its consumers? Would this mark the end of the era of traditional mediums such as TV, print, and electronics, and therefore the end of all the media on such platform?

As much as they say it would, and soon, it may not be the case.



What has happened and why it wouldn’t

To think that the traditional media (media with traditional medium platform) would vanish is not one hundred percent right, but therefore it is not totally wrong either. The Internet is a wonderful development and it adds to the variety of the mediums we, as a brand marketers, have at our disposal. Each of these mediums have their own strengths (and weaknesses), and therefore should be used according to those strengths and not be used if outweighed by their weaknesses. 

All brand communications have their own objectives, and when it comes to achieving the objective, understanding the intended recipient of the message (i.e. the SES, where they are demographically, how their media habit is, and so on) is imperative. The response we want from them and how fast we want them to act upon our message would determine the medium we use to get the message to them.

To illustrate, to reach mass consumers nationally we would still have to rely on mass mediums such as TV, because it can reach them the fastest due to the Indonesian rural population’s habit of being avid TV viewers. Not to say social media can’t reach them, but if we need our message to spread fast, we have to pick the medium that can deliver it fast. Bottom line, if you need it fast, pick the medium with the ability to deliver fastness. For the time being, when it comes to the Indonesian mass, it is still TV.

Of course there are other cases where what we need to do is to engage. For a brand that has matured and is very well known, it is a must to have an engagement to its consumers. This would be the perfect situation for social media to play its role for continuous engagement. Since an engagement to build a more intimate relationship is an ongoing thing, time should not be an issue because a long term relationship has to be nurtured and grown over time. As the penetration of the Internet goes deeper, the quantity of the consumers engaged to the brand increases as well.

So back to the question, will the traditional mediums vanish soon? Not as long as we the marketing communicators understand the strength and weaknesses of both, and understand which medium we should rely on in which situation.

There’s no Death of the Traditional Medium – not just yet, and the day may never even come – only the death of those who don’t know when to use them properly.

Jakarta, July 3, 2012

Michael Sudarto for MOM

[shareaholic app="share_buttons" id="6643770"]

Mike’s Open Mic: Build, Maintain, and Secure Your Credibility

Do good jobs, that’s how you build credibility. If you keep doing good jobs after good jobs you’re building a good reputation and credibility, and at the same time maintaining it. Credibility does not happen overnight; it takes time, many challenges, and a long process to build it. To businesses or even to personal reputation, credibility is very important. It is the brand image that is an important part of a healthy brand equity. Moreover, credibility is an important intangible asset that could be instrumental to growing the tangible asset of every company.

Undisputedly, building and maintaining credibility should be at the back of the mind of every one. And if that has been built, probably it is equally important to secure it.

Securing the asset

As any being in the universe, there must be a limit to one’s capacity. The challenge – despite the ability to do good jobs every time – is to recognize when to stop and slow down before you go over your limit and suffer the consequences. The consequences of being over capacitated could be dire to the credibility of a company. One job gone bad – especially a high profile job – could prove to be expensive, fatal, and could wipe out all the accumulated credibility.


But slowing down is probably not in the habit of firms filled with ambitious people with great knowledge and skill sets. Simply put, it is quite a challenge for them to slow down because simply they don’t have “slowing down” in their vocabulary. But nevertheless, whether they know it or not, it is strategically viable to do so for the livelihood of the company. Beside, slowing down does not mean stop growing; it is just the other way to grow; smartly.

Know when to stop overreaching.

Slowing Down

The most obvious way to slow down is to know when to say ‘no’ to jobs you can’t add value to, and the willingness to accept the lost financial opportunity. This is probably not as simple as it sounds, because successful companies naturally would (and should) think that they can always add value to any job. Unfortunately, that is not always the case. There’s no undefeated champion in any sport in this world. Who would’ve thought the mighty Manchester United would miss the Europa League next year?

So how should a successful and ambitious company see this potential lost opportunity?

Think of it as the ‘protecting stage’; a stage where they retreat, hibernate, and concentrate on what they have on their plate. A company with enough tangible and intangible assets under their belt should be able to ‘afford’ this stage. It is the stage where they are allowed to be ‘picky’ for a good and sensible cause. In my opinion, this does not mean a financial opportunity is lost because by doing this, rather you are demonstrating to the clients that you really care for the tasks trusted to you, and at the same time are preventing burn out that could cause sloppiness. 

Having said that, I also understand that this would disappoint the client, because after all, you are the credible partner that they think would be able to pull it off. However, if you know you wouldn’t be able to add value to, or even don’t have the capacity to do the job, honesty is the best way to go. With the right message, conveyed in a professional way, there’s no reason for your client to be upset. In fact, they might see you as someone who really cares for their success. And there’s another credibility point accumulated in your bank.

Be selective when you can afford it. Isn’t that a great way to keep accumulating your assets?

Jakarta, June 09, 2014

Michael Sudarto for MOM

[shareaholic app="share_buttons" id="6643770"]

Mike’s Open Mic: An Honest Industry

The service industry, particularly consultancy, is an ‘honest’ industry. An industry where no one can hide behind his or her looks in order to survive and thrive.

I say it is an honest industry because no one without what it takes to call himself a consultant could really survive, and therefore should refrain from calling himself a consultant. In some instances, one might get lucky but nobody can live off of his luck forever in this industry. You really have to know your stuff to consult your clients because that is your product, and that’s what they pay you for. Bad advice equals a bad product, and honestly, bad products are never liked. 

What it takes

Knowledge, skill, and good attitude. I’ve preached a lot about these three things and I’m not going to do so this time. I’m just going to give a little illustration of why the latter is the ‘foundation’ to the formers. A good and real consultant is the one who realizes that he never posses enough knowledge and skill, therefore ‘wants’ to continuously hone these.  The act of honing the knowledge and the skill is what I consider as a good attitude. The willingness to go the distance. The more ‘arsenal’ he has, the more ready and able he is to give out sharp advice in more various cases and situations. Those who think that they have already gone the distance are usually the ones who will not be moving anywhere anymore for that very thought; “I’ve already gone the distance”.

I have a term for those without the “real” distance in his bag: Corner Cutters. As he progresses in this industry, he will see more cases he doesn’t have answers to. And naturally, when his survival instincts kick in, he’ll try to sell whatever he has in the bag, and work his clients through his charm instead of his brain. To me, this sounds like a con man instead of a consultant. And the only place you’ll find successful con men are on TV shows.


That’s why this industry is an honest industry, because no one survives for a long haul by cutting corners. To those who survive, I salute you all because you must have shed your utmost sacrifices – blood, sweat, tears, and the most precious thing money can’t buy; time – to go the distance in building your strong foundations. 

God forbid that the acts of those Corner Cutters would spoil the perception that all consultants are just the act of cons. After all, this is an honest industry and no cons are allowed…

Dedicated to the ‘honest’ Indonesian communication consultants

Jakarta, May 26, 2014


[shareaholic app="share_buttons" id="6643770"]
Next Page »
2014 ©: Pantarei. All rights reserved.