Jakarta-based integrated agency Moonfolks has appointed Mahendro Sasonko as General Manager of Moonfolks Shopex, its experiential and shopper marketing vertical.
Sasonko is a brand experience specialist with over two decades of experience. He spent more than six years at Iris as General Manager for Experiential Marketing. His previous roles include positions at Geometry Global, Wunderman Thompson, and Kraft Heinz ABC.
He will be based at the agency’s headquarters in Jakarta and will oversee Moonfolks Shopex services across the agency’s offices in Indonesia, Brunei, and Vietnam.
Moonfolks Shopex was established in September 2022 and has been the integrated agency’s fastest growing vertical since. The unit’s services include creating consumer journeys, building consumer blueprints, mapping consumer behavior across omnichannel frameworks, creating path-to-purchase environments, and developing shopper and brand experiences.
Moonfolks Shopex is described by the agency as integral to its “audacious commerce” approach to brand building. The agency applies a proprietary “Experience to Commerce” framework to drive shopper marketing and brand activations.
“The communication landscape has evolved to the point where brand experience determines the mental switch that consumers make to try and buy the brand. While Shopper Marketing works to make the brand visible and unmissable, brand activations come in to help them ‘feel’ the brand, creating an experience that helps them believe in the brand promise,” said Anish Daryani, Founder, CEO and President Director, Moonfolks.
“Building on the success of this model, we felt it’s the right time the team gets strong leadership to stir this specialism for further success. In Endo, we found the perfect cultural fit, hunger, ambition and dependability to create the most immersive brand experiences that our clients truly deserve.”
“I’ve watched Moonfolks rapidly evolve into a creative powerhouse with a unique offering – delivering not just different, but truly distinctive solutions that drive impact. With my expertise, I look forward to partnering with Moonfolks to build end-to-end,
