Following Recent Buyout M&C Saatchi Indonesia Rebrands as ‘Moonfolks’

Following Anish Daryani’s acquisition of M&C Saatchi Indonesia, the agency has rebranded itself as “Moonfolks”.

The newly-rebranded agency will be led by co-founders, Daryani (President Director and CEO), Dami Sidharta (Chief Creative Officer) and Elki Hendra (Chief  Strategy & Digital Officer).

The agency said the name was inspired by the idea that, in an AI-driven world, ideas out-of-the-box aren’t good enough.


“We need ideas out-of-this-world. The agency aims to take brands to new heights,” it said.

To meet this end, the agency has created an “Accelerated Commerce” model, whereby all agency services are directed towards generating commerce for clients, delivering higher ROAS (Return on ad spend).

The services, according to the agency’s newly launched website,, include the following:

  1. Moonfolks Advertising that translates Brand Purpose to Commerce
  2. Moonfolks Digital that converts Content to Commerce
  3. Moonfolks Shopex that transcends Shopper and Brand Experience to Commerce
  4. Moonfolks PR that elevates Brand Reputation to commerce.

The advertising services are co-led by business directors, Dyah Ariani and Femmy Cowell; alongside Dami Sidharta as Co-founder and  Chief Creative Officer and Yogi Tara as Executive Creative Director.


The digital services are led by Muhammad Elki Hendria, Chief Strategy and Digital Officer.

The shopper and brand experience services are led by Business Director, Aji Harsono.

The PR services are led by Anish Daryani in the interim, while “a high-profile hire has been made and will be joining the agency soon.”

The agency has also announced the launch of its internal content production unit, Goosebump Pictures, led by Executive Producer, Irma Rahmawaty.

Moonfolks Authentic Intelligence is another solution the agency has launched, riding on. Gen-AI expertise to create high volumes of content with a distinct cost advantage for clients.

Moonfolks employs over a hundred staff. The rebranding does not affect any significant changes to the team.

“We’ve had tremendous success as M&C Saatchi Indonesia. And we’ll take that several notches higher as we relaunch the agency with the freedom that comes with our independence,” said Daryani.

“We will be more agile and fluid in our approach, and build further on the values we have created over the past 6 years”.

Dami Sidharta, Co-founder and Chief Creative Officer, Moonfolks, added, “We’re taking our second-first step. But unlike our first-first, it won’t just be the three of us. We have some of the brightest minds in the industry with us this time around and we’ll get to where we want to be a lot sooner.  It’ll be very exciting every step of the way.”

Elki Hendria, Co-Founder and Chief Strategy and Digital Officer, Moonfolks, said, “Our goal is clear: not only do we curate compelling ideas and content, but we’re committed to crafting narratives that not only captivate but also catalyse commerce. We are here to redefine the boundaries of possibility, making audacious goals strategically achievable in an AI driven world”.

Moonfolks added that it might be the first agency to have an office on the moon. The agency has acquired land on the moon through the Cosmic Register. Link to the Moon Deed.

The Staff

The Staff

Gettin' it done, when the done needs gettin'.

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