Heaptalk, Jakarta — Vero was recognized as Influencer Marketing Agency of the Year in Southeast Asia by Campaign Asia at the awards ceremony held in Singapore (12/10). This achievement highlights the significant growth of the consultancy’s influencer relations business and campaigns powered by the authentic voices of content creators.
In Indonesia, influencer marketing has seen remarkable growth. Ad spending is projected to reach US$225 million by 2024 and an anticipated annual growth rate of 11.10%, leading to a market volume of US$380.80 million by 2029. This surge is propelled by the country’s substantial social media penetration and the significant time Indonesians dedicate to online activities.
“At Vero, we believe that both creators and brands flourish when influencers infuse authenticity into brand campaigns. This award signifies that our emphasis on creativity, storytelling, and genuine connections is yielding impactful and tangible outcomes,” stated Adisty Primatya, Creative and KOL communications Senior Manager.
Tools and programs to evaluate influencer’s brand fit
Vero’s approach to influencer campaigns has resulted in a compound annual growth rate (CAGR) of 75% in its influencer marketing practice over the past four years. The consultancy’s clientele includes 76 leading multinational companies, global brands, and organizations, many of which are long-term partners and household names. Notable influencer campaigns have collaborated with TikTok, Prime Video, Unilever, Spotify, and Singapore Changi Airport.
“We have invested time and resources into building a team of influencer specialists in Thailand, Indonesia, Vietnam, Singapore, and the Philippines, and equipping these specialists with the opportunity to innovate new and improved ways for our clients to engage and succeed in their influencer marketing campaigns. We have only scratched the surface of the power influencers have in bringing brands closers to their target markets and in shaping public perceptions and consumption patterns,” said Brian Griffin, Vero CEO.
The firm offers influencer services to clients across the region, backed by its in-house methodology and tool stack, InFluent. This integrated and regionalized approach to influencer marketing features standardized guidelines and tools designed to optimize brand-influencer collaborations.
InFluent includes five tools and programs—TrueVibe, Happy Hours, KOL Lab, Echo+, and Rising Stars—aimed at evaluating each influencer’s brand fit through data-driven insights, building strong relationships with content creators across niches and tiers, and sharing knowledge and insights between Vero and its clients.
Establishing creators association in SEA
In 2025, Vero is set to further contribute to the growth of the creator economy through the establishment of the Creators Association of Southeast Asia (CASA). Currently under development, CASA is designed to bring a more unified industry standard for content creators in the region through education and advocacy.
“The fast-paced rise and changes of this industry call for initiatives that will elevate professionalism among content creators and will help them thrive in their partnerships with brands and in representing the voice of the public. CASA is focused on laying the groundwork for cross-border collaboration and the sustainable growth of the creator economy in the region,” explained Chatrine Siswoyo, Vero’s Senior Advisor for ASEAN.
Further building on its commitment to advancing the influencer marketing landscape, Vero will continue to produce data and research on the creator economy in Southeast Asia, focusing in 2025 on the micro and nano sectors of the creator economy. Earlier this year, Vero released a comprehensive survey among Indonesian audiences, revealing that 94% believe influencers significantly impact their thinking, perspectives, and purchasing behaviors. A further study on the challenges and aspirations of Southeast Asian influencers is set to be launched before the year ends.
