Jakarta, Indonesia — December 10, 2025. Marketing + Media Alliance Indonesia (MMA Indonesia) has proudly launched the Modern Marketing Reckoner (MMR) 2025 Annual Industry Report on 10 December at an exclusive, invitation-only media gathering at EMTEK Hall, SCTV Tower, Senayan, Jakarta. The industry report launch event brought together contributors from brands, agencies, publishers, telecommunications companies, advertising and marketing technology providers within MMA Indonesia’s member and partner network, along with leading media representatives. It marks an important moment for Indonesia’s marketing and advertising community as the industry examines the trends and technologies that will shape 2026 and the years ahead.
Released annually, the Modern Marketing Reckoner 2025 Industry Report acts as a strategic compass for chairpersons, C-level executives, directors, founders, and key business leaders, equipping them with insights to navigate an increasingly complex digital-first economy. It reflects marketing’s shift from a tactical execution play toward a discipline defined by data intelligence, creativity, technology, and long-term purpose.
In Indonesia, the consumer behaviour patterns are shifting quickly as Indonesia’s middle class is expected to grow toward 135 million by 2030. Choices are shaped by culture, community, and real-time engagement rather than linear sales journeys. Brands now need to build personalized and culturally relevant experiences across channels and strengthen skills in analytics, experimentation and modern creativity that combines data with local insight.
Purpose-driven creativity is becoming a major driver of value. With Indonesia’s digital advertising market expected to reach USD 4.27 billion by 2030, brands that deliver genuine and socially aware storytelling are outperforming short-term campaigns. The Reckoner shows that long-term brand equity now depends on emotional connection, credibility, and trust.
Social platforms are accelerating this shift. Indonesia has more than 139 million social media users, and 76% have shared creators influence their purchases. Social commerce has reached USD 5.25 billion in 2025 and is growing through nano- and micro-creators who build community trust, along with livestreaming and affiliate formats that drive conversion. These behavioural and media changes reflect broader market growth.
Marketing Mix Modeling (MMM) continues to gain importance as brands look for smarter investment decisions. Companies using MMM are seeing stronger revenue outcomes, and as Indonesia’s digital ecosystem grows with over 77% internet penetration, measurement becomes critical in an increasingly fragmented media landscape.
The Reckoner shows that brands that protect trust, plan responsibly and innovate with cultural insight will be best positioned to grow in a fast-changing digital economy.
Opening the session, Shanti Tolani, Country Head & Board of Director, Marketing + Media Alliance Indonesia (MMA Indonesia), emphasized that Indonesia’s rapid digitalization is reshaping how brands must operate and compete. With the country’s big data market set to reach more than USD 74 billion by 2030, marketing can no longer rely on channel-driven execution but must build the capabilities to harness data, apply responsible technology, and earn consumer trust through meaningful, culturally grounded experiences. She also addressed the emergence of AI as the next major evolution in marketing and advertising, reshaping how brands plan, optimize and invest as Indonesia’s digital ad spend moves toward USD 3.2 billion by 2026. Some organizations are already reporting agentic AI’s impact in expediting optimization cycles and improving cost efficiency. The Reckoner underscores that the true potential of AI lies in how it amplifies creativity, sharpens strategic judgment, and enables personalization at scale, provided its deployment is grounded in transparency, responsibility, and human oversight.
At the media gathering, Rohit Dadwal, CEO, Marketing + Media Alliance APAC (MMA APAC) and Global Head of SMARTIES Worldwide, spotlighted MMA’s global evolution as it transitions into the Marketing + Media Alliance. The organ ization becomes a future-driven community of CMOs and senior marketing leaders united by the ambition to elevate marketing’s ability to create value. The rebranding is more than a change in name and reflects MMA’s expanded role as a strategic alliance shaping how brands will lead, innovate and deliver business outcomes through transformative marketing and responsible media. As the alliance steps into this new chapter, MMA reinforces its commitment to empowering marketers with evidence-based frameworks, applied learning and collaborative leadership that will move the industry forward.
Fika Novia Rahma Putri, Research and Partnership Coordinator at MMA Indonesia, presented the key findings from the Modern Marketing Reckoner 2025 Industry Report Indonesia, which offers data-driven clarity for marketers navigating digital transformation and changing consumer behaviour. She outlined the most influential trends shaping Indonesia’s marketing landscape, including the rise of AI, the growing importance of data and measurement, evolving customer experiences, the increasing value of brand purpose and creativity and the rapid expansion of social marketing driven by creators and community engagement.
As MMA Indonesia advances its mission following its recent rebranding, the alliance continues to champion evidence-based frameworks, workforce empowerment, innovative models, and peer collaboration to elevate marketing and advertising’s ability to create value at organizational and industry levels.
The Modern Marketing Reckoner 2025 Industry Report is now available online and serves as a comprehensive guide for marketers seeking confidence and competitive advantage in an era defined by transformation.
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About the Marketing + Media Alliance (MMA)
The Marketing + Media Alliance (MMA) is the global, non-profit community of Chief Marketing Officers and senior marketing leaders advancing marketers’ ability to create value. Led by CMOs and supported by the entire ecosystem at the governance level — including brands, media, agencies, consultancies, AdTech, and MarTech — MMA develops evidence-based models, frameworks, and tools validated through multi-year, multi-million-dollar Think Tanks and Labs.
Operating currently across four global think tanks — Marketing Attribution (MATT), Marketing Org Strategy (MOSTT), AI Leadership (ALTT), Data & CX (DATT), and more to come; MMA tackles marketing’s most challenging unanswered questions and translates findings into applied practices that are guaranteed to increase enterprise value. Headquartered in New York City, with operations in 16 countries across APAC, Europe, MEA, LATAM, and North America, MMA has more than 825 corporate members who gather at 62+ MMA conferences worldwide, and flagship gatherings in Indonesia, including MMA SMARTIES Awards, MMA IMPACT Forum, MMA Innovate Conference & Exhibition, MMA Executive Dialogues Round Table, SMARTIES Unplugged, and Media Gathering. Learn more at https://mmaglobal.com/
Visit our local council page: https://mmaglobal.com/local-councils/indonesia
The Marketing + Media includes the world’s most influential marketers and partners, including: Unilever Indonesia, Mayora Group, P&G Indonesia, Telkomsel, HM Sampoerna Tbk, Beiersdorf, Sasa Inti, Multi Bintang, Danone, ParagonCorp, , Kenvue, Godrej, Siloam Hospitals, OCBC, Kino, Nestlé, PZ Cussons, Reckitt, Opella, Wipro Unza, Emtek Group Indonesia, GoTo, Grab Indonesia, Google Indonesia, WPP, dentsu Indonesia, Accenture Indonesia, IDN, ilmuOne Data, City Vision – and many more.
