Get It Right

Competing for the advertising dollar is tough business anywhere and perhaps tougher than most in Bali, where a wide array of companies offer copywriting and other agency services in a market where cut-price special dealing is not only the norm but an art form. It is natural enough that principals of advertising agencies should be unhappy that their firms miss out on business. It is a peculiar element of the local environment, however, that if your business fails to fire it is all the fault of unfair competition, especially from rapacious foreigners who have only come here to steal your piece of the action.

Business success and enterprise growth flows from continuously improving work quality and service levels and making sure your customers get what they want rather than what they can be persuaded to accept. There is no automatic access to anyone else’s money, especially on the specious grounds that you are local and all your competitors are foreign-owned or operated. Customers want value for money whatever they’re spending it on. And in the highly subjective environment of advertising, picking what a customer sees as value can be very difficult.

So we should view the recent complaints voiced by the head of Bali’s advertising agency collective, Roy Wicaksono, both in that light and with a large pinch of salt. Wicaksono is head of the local Mitra advertising agency as well as chairman of the Bali branch of the Indonesian Advertising Agency Association and clearly — from his comments — is fighting for more corporate turf as well as pushing arguments for a better deal for local operators.

The constant refrain in Bali, in business, is that foreigners and their companies unfairly dominate and do so, local business leaders like to suggest, by bending the rules, ducking their responsibilities, operating without the proper licences and (depending on the argument) failing to conform to a whole range of other rules and regulations. Doubtless such conditions exist — not only in the foreign business sector either — and this should not be the case. But that is a regulatory matter and, in Indonesia, regulation spectacularly resides on the non-performing side of the ledger.

Bali’s top-end tourism industry – where the big dollars are made and big dollars are spent — is foreign-dominated. Global hotel chains have global advertising requirements that – where they spend anything at all locally — must be met. Much of this advertising is in English, the international language. All of it requires a native-speaker grasp of the language. It is not surprising that local agencies that cannot provide that element of customer service get only a limited portion of the available business.

Lower down the advertising food chain the same conditions apply. People spending corporate money want results on an agreed timescale and which meet quality demands, not a succession of excuses as to why what they’ve paid for cannot be delivered (on time or at all; or in precisely the form desired).

Banging the anti-foreigner drum won’t deliver that.

Filed under: Editorial

2 Responses to “Get It Right”

  1. Ad Chief Hits Out at Foreign Firms in Bali Spend Says:

    […] Get It Right Filed under: […]

  2. Mark Ulyseas Says:

    Foreigners? Does this also include those slick professional Indonesian operators from Jakarta? Is there any difference between these two?

    I think I have to agree with the editorial comments. Having resided on the isle for many years I have discovered that it is the ‘foreigners’ that have contributed and raised the level of sophistication in terms of design – architecture/consumer producers/interiors/clothing/publishing/packaging and more.

    The contingents from Italy, Germany, France, U.K., Australia, Austria, U.S.A, New Zealand, Scandinavian countries etc., have been instrumental in making Bali the preferred destination not only for tourism but also for a wide range of beautifully crafted products and a broad spectrum of businesses. This has created a whole generation of professionally trained Balinese.

    Bapak Roy Wicaksono may have a point to the extent that Work Permits are misused or that certain individuals are working beneath the radar. But to use this as an excuse is downright pathetic.

    The truth is the Balinese have to contend with ‘foreigners’ as well as rich Indonesians from Jakarta who are ‘working’ the island.

    The ‘Jakartans’ are slowly flooding the isle and investing large sums of money in real estate, hotels and more. Maybe these are the ‘foreigners’ Wicaksono is speaking about?

    Om Shanti Shanti Shanti Om

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