It has been four decades since FORU was established to carry the spirit of creativity. During the journey, FORU has grown and obtained many achievements along the way. The following are some glorious moments which are well-engraved in FORU milestones.
1970 Affiliated with Fortune International Australia, Mochtar Lubis establishes an integrated local advertising company under the name of PT Fortune Indonesia Advertising Company. This event becomes the first milestone of FORU in Indonesia
1978 One FORU stepping-stone in its historical progression was promoting Instant Milk Powder products from Nestlé and Sampoerna filter cigarettes. This product succeeded in changing domestic consumer tastes and behavior forever. The success of this campaign in the market became a brilliant achievement carved in the track record of FORU
1985 The first experience for FORU in implementing and executing social marketing campaigns was for the National Population and Family Planning Board (BKKBN), promoting ‘Condoms 25’ contraception as part of the national family planning program. FORU successfully dismantled the taboo of buying condoms among the people by introducing 2-5 finger gesture
1986 Indra Abidin took over ownership of FORU with the intention to make FORU as a contributor of national development. The company then developed into a full-service agency with principles based on kinship, universal professionalism and a strong work ethic
1987 Developed and implemented an integrated social marketing campaign for BKKBN to promote the program of ‘Lingkaran Biru KB’. The campaign has made a major contribution to the history of social development in Indonesia and as of today, it is considered by the public as one of the most prominent success stories in social development of this country
1990 In the early 1990s, FORU developed an integrated communications campaign for Dancow Instant, Nestlé, by using a jingle and a tagline “Aku dan Kau Suka Dancow “. The strategies developed by FORU have successfully enabled Dancow to outperform its competitors and become the market leader
1998 As an expert in the field of social marketing, FORU was involved in the recovery program to mitigate the impact of the Asian financial crisis at the time. FORU launched social programs and campaigns that encouraged the use of Indonesian products, with an emphasis on building morale and confidence, as well as appreciation toward the nation’s independence
2002 FORU once again made history as the first advertising company in Indonesia to go public, by listing its shares on the Jakarta Stock Exchange (now the Indonesia Stock Exchange). FORU continued to prove itself as the client’s first choice as an integrated communication developer consultant.
2003 Appointed by the United Nations Development Programme (UNDP) and the General Elections Commission (KPU) to manage a Voter Information Campaign during the pre-election period. In the following year, FORU was once again appointed to be an agency of UNDP and KPU for the 2004 General Election and Presidential Election. The success in designing and implementing a Voter Information Campaign for the 2004 General Election and Presidential Election is recognized in the UNDP evaluation report published the following year
2008 Redefined its vision to become a world-class Indonesian communications group, driven by sustainable innovative work that will last for 100 years to come
2010 FORU celebrated its 40th anniversary with the spirit of “Better & Younger” hoping to be a company that continues to grow and mature, professionally and creatively. FORU has positioned itself as an important contributor to national development through a variety of its works that made history and had a major impact on the people of Indonesia
2011 Created two new business units, namely PlanB and FSports to enhance FORU’s competitive advantage. PlanB was founded as a specialist in the field of brand activation, whereas FSports, as the name implies, is a specialist in sports marketing services.
2012 FORU redefined its vision to become a superior global communications network. The initial step taken was to release its majority control in the travel services business that had been operated by one of its subsidiaries, PT Fortune Travindo (Travindo). With this step, FORU positioned itself as a developer of integrated marketing communications services, with business to business activities covering advertising services, public relations, digital and media specialist, exhibitions, design, sports marketing, and marketing insight.
2013 After using the distinctive redsphere logo for over ten years, FORU underwent a ‘refresher’ by launching two new logos. The first logo is the official logo of the company as a public company (Tbk) which takes its inspiration from the code name of the company’s shares in the Indonesian Stock Exchange, namely FORU. The second logo is a representation of Fortune Indonesia with a “talk bubble” to indicate meaningful dialogue and interaction as a reflection of the company.
2014 FORU won 13 creative awards during the year, and made it into the ranks of Citra Pariwara’s Top 5 Advertising Agency of the Year. FORU became part of the PT Rajawali Corpora through acquisition by PT Cipta Karya Prima of the majority of issued shares. In this year, FORU also successfully achieved 13 awards throughout the year. Among others, Fortune PR won two golden awards in the prestigious SABRE Award, two awards in the Pinasthika Creative festival, as well as successfully acknowledged into the big four in the 2014 Advertising Agency of the Year in Citra Pariwara.
2015 FORU transfered the baton of leadership by changing the composition of the Board of Directors and the Board of Commissioners at the Extraordinary General Shareholders meeting. During the year, FORU reaped 11 awards. In the national arena, FORU was awarded with four awards outright at the 2015 MIX Agency of the Year event; as Public Relations Agency of the Year, Media Specialist Agency of the Year, Creative Agency of the Year, and Brand Activation Agency of the Year. Meanwhile in the international arena, Fortune PR won the gold medal at the 2015 PR
2016 PT Fortune Indonesia Tbk representing Indonesia, was awarded the Corporate award for Asia at the 2016 Asia Corporate Excellence & Sustainability (ACES) event. Fortune Indonesia successfully achieved this award, thanks to its resilience through various economic and political crisis including the major crisis that engulfed Indonesia.
2017 Fortune Group held an Extraordinary General Meeting of Shareholders (EGMS). In the Extraordinary GMS, the shareholders approved the change of the Fortune Group’s Board of Directors. Fortune Group has secured 16 awards throughout the year. Among them : Fortune Indonesia attained 2 silver awards from Citra Pariwara event, and 6 bronze and 2 silver awards from Pinasthika Creativestival event. Fortune Indonesia also manage to be a runner up in the contest for Advertising Agency of The Year 2017 at Pinasthika Creativestival. In the MIX Award, Fortune Indonesia and Fortune PR won 4 awards in different categories. In this year also, Fortune Indonesia’s Digital Business Unit was rebranded into Navya.
2018 Fortune Group has secured 4 awards throughout the year. Among them : PR Indonesia Award as Silver Marketing Public Relations with Lenovo, Bronze Marketing Public Relations with Bank DBS, Most Loved Indonesian Ramadan Ads 2018 Kantar Millward brown version, they are 4 ordinal Pertamina TVC “Tabungan Terbaik”, 9 ordinal Djarum Foundation TVC “Hikmah Puasa”, GIIAS Favorite booth, Favorite Activity Booth, Female (Usher/SPG), and Social media Award Great as Performing Brand in Social Media @sahabatenduroid. In this year also, we have combined advertising team, activation team and digital team became the Integrated team.
2019 Reborn, changing the name into Fortuna. Fortune Indonesia FORU
Fortune to Fortuna
For 49 years we’ve been Indonesian-owned and Indonesia-focussed, a commitment to the nation we’re doubling-down on. Having an English-language name was starting to feel wrong somehow.
And we’ve changed so much in the past 18 months that we felt our brand needed to catch up. We have new owners, new management, new people and a completely new organisation. Fortune PR, Fortune Indonesia and our media, activation and digital brands have all been pulled together. And we’ve rewired our processes and culture to deliver this expertise seamlessly and efficiently.
Clients work with us because we know Indonesia from the ground up. And we’ve made our deep, local knowledge a central pillar of Fortuna, investing in the data, research and strategic capabilities to take it to the next level.
The changes we’ve made (and are still making) are significant and necessary. Our new identity is a way to signal them to the world – and to remind ourselves where we’re heading, without forgetting our Indonesian root and values. Fortune Indonesia FORU
Innovation Beyond Communication
Creative Business Solutions
Fortuna strives to push beyond communication to find ways to impact your brand in profound and meaningful ways. This means we work harder to get to know you. And to properly understand your issues, your brand and the context you’re working in.
Deep Indonesia Expertise
We have the experience, people and tools necessary to learn about and connect with every part of Indonesian society. And the ground-level understanding that allows us to execute flawlessly in nearly any part of the country.
Full Service Fully-Integrated
From c-suite advisory and crisis management to cutting-edge creative campaigns and transparent, client-aligned media planning - we have all the tools and experts you need to deliver results. And more importantly, a uniquely cooperative culture that enables their easy use.
Adaptive Teams, You At The Centre
We don’t fit you into our structure, we create an adaptive structure around your brand or project. We put full and consistent attention on your business, and can move fast to deploy the right capabilities at the right time more efficiently.
Our goal is to find the critical points that create the highest impact for you in the most focussed and efficient way. And like Bruce Lee’s famous one-inch punch, it takes effort to deliver the blow successfully: training, persistence and focussed attention on channeling our energy in the right way, to the right place.
