Feel Good Network Strengthens Creative Ecosystem with Innercircle and BRICKS as Main Creative Agencies

Photo: Dok. Feel Good Network

Feel Good Network, an independent creative network built for the way modern marketing works today, appoints Innercircle and BRICKS as its main creative agencies; strengthening the network's ability to connect brand thinking, digital-first creativity, content, media, and data into an integrated system.

This move reflects the growing need among modern brands for agency partners who are able to go beyond the execution of stand-alone campaigns. As marketing becomes increasingly fragmented across platforms, audiences, creators, commerce channels, and performance metrics, brands increasingly need partners who can build long-term brand value while delivering measurable business results. Innercircle and BRICKS will lead this ambition from two complementary sides.

Innercircle — global craft, local agility

Co-founded by Morica Lim and Eve Wongsosaputro, Innercircle draws on the experience of both leaders in managing global accounts across a network of local and multinational agencies in Indonesia, Singapore, and the Netherlands. Its boutique size is intentional: a focused team and selective client list keep leadership engaged from the first brief to the final execution, delivering global creative standards with local instincts - without the layers of bureaucracy that large agencies typically have. It is this commitment that gives the agency its name: an inner circle (inner circle) for each client.

In two years, Innercircle has left a big footprint, collaborating with brands such as Pizza Hut, Mead Johnson, VinFast, Indofood, and Lion Wings. Its partnership with Pizza Hut also encouraged the brand's positive trend throughout 2025, while winning various awards in the agency's first year - including Gold and Silver at the Marketing Excellence Awards, Silver at Citra Pariwara, and Gold and Silver at the Campaign Indonesia Awards.

"We've all handled global accounts, and we know what good standards are like when expectations are high. What the market needs now is the same standards, but presented with local instincts and speed to follow the culture. We deliberately keep the team lean, because we believe in giving our best people to every client, not just the available ones," said Morica Lim, Co-Founder and Business Director Innercircle, Monday, July 27.

BRICKS — strategy, data, and creativity in one structure

Founded together by Stephanie Putri Fajar and Rangga Akbar Pradipta, BRICKS was built on a full-funnel from day one, not as a specialization that has just developed recently. This team is deliberately kept lean, with strategy, data, creativity, and accounts working on the same brief simultaneously - not passed down in layers - so that the core of the problem remains intact from the first conversation to the last asset.

This approach is evident in the case of Nivea Deodorant. The real problem is not about awareness, but rather invisibility: a portfolio of five variants that consumers find difficult to distinguish. Instead of running a comparison campaign as usual, BRICKS changed the question from "Which deodorant should I buy?" to "What kind of armpit condition do I have?" - personifying each problem into a character and directing each touch point directly to the appropriate product on TikTok Shop. The result: an increase in online GMV by 139 percent, a return on earned media value of 37:1, and more than 273 million impressions in 30 days.

"Any agency can tell clients what they can do. Very few want to tell clients what they should do. That's the conversation we want to bring to BRICKS. We don't measure the scope of what we produce, but from the business figures that have been successfully moved," said Stephanie Putri Fajar, Co-Founder & Managing Director of BRICKS.

For Feel Good Network, this appointment is part of a broader effort to build a more connected agency model. Innercircle and BRICKS will work together with other network specialist units in cross-country creative fields, social culture, creator ecosystems, content production, media, and data - allowing clients to access the depth of specialists without losing strategic coherence. Both agencies have collaborated directly, including in strategic and data engagement with Tokopedia and TikTok Shop in the network's 2026 agenda.

"We see growth as something that must be designed, not just pursued. This requires a strong brand foundation, a clear strategic direction, and the ability to translate ideas into measurable momentum throughout the funnel. Innercircle and BRICKS bring together these capabilities - helping networks create growth that is not only faster, but also more targeted, more connected, and more sustainable for our clients," said Wisnu Satya Putra, CEO of Feel Good Network.

The appointment follows Feel Good Network's recent regional expansion into Malaysia through the launch of Tales Asia, its Kuala Lumpur-based creative agency led by Lila Talitha. Together, these steps reflect the network's ambition to build a Southeast Asian creative ecosystem that serves both as a cultural bridge across markets and a growth partner for modern brands - combining regional relevance, independent agility, multinational standards, and depth of specialization.