Intercultural And Marketing Communication: Challenges and opportunities for Local Advertising Agency

In 1960, Indonesia Advertising agency got their attention back from foreign producers. The main factor was the uncertainty of nation’s security and political condition after independence until 1966s. At that time, producers of services and goods faced some troubles to sell their products due to Indonesian’s purchasing power was in a low rate, besides the nation’s security and political condition. Since Suharto became a second president in Indonesia, foreign investors started to join in. However, in 1970s, there were not many advertising agencies. This is one of a real sample that happened in 1970. Now days, the conditions become more complex, because local agencies should compete with foreign agencies which had similar cultural background with the foreign producers. Intercultural communication becomes a challege yet an opportunity for the local agencies. how do managers deal with challenges and manage them into opportunities to win the foreign producers? A qualitative methodology with phenomenology was used in this study. The success of local agencies to get foreign producers was because they have workers who have experience in working with foreign agencies. so they realize that it is important to have knowledge about their clients’ culture to support their work.