Episode 3: Full House (April '25 Recap)

Proxemics returns with a full house! Mercy, Adwi, Sofyan, and Steph dive into FAB’s agency meltdown, global trade drama, and Milan Design Week trends. From QRIS vs. Visa to immersive branding and the influencer vs. journalist debate—this episode is packed with real talk for PR, marketing, and comms pros.

MARKETINGPUBLIC RELATIONSCOMMUNICATIONPOLICIES AND REGULATIONSCURRENT EVENTSTRENDSFULL HOUSE

6/2/20252 min read

Get ready for a lively "Full House Edition" of Proxemics! In this episode, Mercy, Adwi, Sofyan, and Stephanie dive into a range of hot topics, from the downfall of a creative agency to the complexities of international trade and the insights from Milan Design Week.

The Rise and Fall of FAB

The episode kicks off with a discussion about the recent controversy surrounding Fantastis Anak Bangsa (FAB), a creative agency group. The hosts share their reactions to an article by Aulia Masna and Stephanie Mamonto Shrestha on Indonesia.id, which detailed the agency's troubles.

Agency Issues: The discussion explores the alleged issues within FAB, including problems related to HR, finance, and overall management.
Management Models: The hosts compare FAB's centralized management style to Praxis's decentralized approach, emphasizing the importance of financial transparency and proper governance.
Agency Dynamics: The panel also reflects on the competitive nature of the agency world and the various factors that influence client acquisition and financial stability.

Tariff Wars and Global Trade

The conversation shifts to the ongoing trade disputes, particularly the tariff war between the US and China, and its impact on Indonesia.

Tariff Impacts: The hosts discuss the specifics of the tariffs imposed by the US on Indonesian exports and the retaliatory measures, highlighting the potential consequences for various industries.
Economic Policies: The debate touches on the effectiveness of protectionist policies versus open market strategies, drawing comparisons with the economic development models of China and Korea.
Digital Payment Systems: The episode also delves into the complexities of digital payment systems, comparing the fees and benefits of Visa and Mastercard versus Indonesia's own QRIS system.

Milan Design Week Insights

Mercy shares his observations from attending Milan Design Week, offering a fresh perspective on branding and consumerism.

Experiential Branding: The importance of creating immersive brand experiences beyond traditional product showcases is discussed, noting how brands are using installations and events to connect with consumers on a deeper level.
Brand Association: The panel explores the evolving relationship between brands and consumers, suggesting that brand associations are becoming broader and less product-centric.
Cultural Influences: The conversation also touches on cultural differences and their impact on labor markets, drawing comparisons between Italy and Spain.

Journalism vs. Influencers

The episode tackles the ongoing debate about the relationship between traditional journalism and social media influencers.

Credibility and Awareness: The hosts discuss the distinct roles of media and influencers in building brand awareness and credibility, emphasizing the need for mutual respect and understanding.
Evolving Media Landscape: The conversation acknowledges the shifting media consumption habits and the importance for PR professionals to adapt to new platforms and audience behaviors.
Ethical Considerations: The panel also touches on the ethical responsibilities of journalism and the potential consequences of compromised credibility.

This episode of Proxemics promises a dynamic and thought-provoking discussion on a wide array of topics relevant to the communication, marketing, and business worlds.

People/brands mentioned:

@aulia
@ChrisEvans
@PMI_CEO
@dbsbank
@danawallet
@Hermes_Paris
@JakTVOfficial
@LGGlobal
@Lexus
@LouisVuitton
@Mastercard
@Prada
@Samsung
@tvOneNews
@Uber
@Visa
@Xiaomi