Moonfolks appoints marketing veteran Mahendro Sasonko as Shopex General Manager

Moonfolks launched its experiential and shopper marketing division in September 2022. Since then, Moonfolks Shopex has become the integrated agency’s fastest-growing business vertical. To further strengthen its capabilities, Moonfolks has appointed Mahendro Sasonko, fondly known as Endo, as General Manager of Moonfolks Shopex.

Sasonko (pictured left) is a Brand Experience specialist with over two decades of intensive experience. Prior to this, he spent over 6 years at Iris as General Manager for Experiential Marketing. His past experiences include Geometry Global, Wunderman Thompson and Kraft Heinz ABC.

Moonfolks Shopex is integral to the agency’s “audacious commerce” approach to brand building. The agency uses its proprietary “Experience to Commerce” framework to drive shopper marketing and brand activations to move the needle for brands.

Moonfolks Shopex services include creating engaging consumer journeys, building a strategic blueprint of the consumer, mapping consumer behaviour across omnichannel frameworks, creating path-to-purchase environments, determining the experience gaps, and plugging them in with creative shopper and brand experiences that lead to conversion.

Anish Daryani (pictured right), Founder, CEO and President Director, Moonfolks, said: “The communication landscape has evolved to the point where brand experience determines the mental switch that consumers make to try and buy the brand. While Shopper Marketing works to make the brand visible and unmissable, brand activations come in to help them ‘feel’ the brand, creating an experience that helps them believe in the brand promise.

“Building on the success of this model, we felt it’s the right time the team gets strong leadership to stir this specialism for further success. In Endo, we found the perfect cultural fit, hunger, ambition and dependability to create the most immersive brand experiences that our clients truly deserve.”

Sasonko added: “I’ve watched Moonfolks rapidly evolve into a creative powerhouse with a unique offering – delivering not just different, but truly distinctive solutions that drive impact. With my expertise, I look forward to partnering with Moonfolks to build end-to-end, professional, and creative solutions that exceed client expectations and push boundaries, perhaps to the moon!”

Sasonko will be based in the agency headquarters in Jakarta, and will spearhead the Moonfolks Shopex services across the agency’s offices in Indonesia, Brunei and Vietnam.