Agency Agenda: Moonfolks' Anish Daryani Sets Eyes on New Market Entries This Year

Why It Matters

The expansion taps fast‑growing Southeast Asian digital ad spend, diversifying Moonfolks’ revenue and positioning it against regional competitors. It also signals the agency’s commitment to tech‑enabled services, a key differentiator in the market.

Key Takeaways

• Vietnam entry follows Brunei launch, targeting digital‑heavy advertisers
• Hub‑and‑spoke model leverages Indonesia’s established team
• Focus on tech, data capabilities to win new business
• Entrepreneurial culture aims to develop agency‑born talent
• Market‑specific specialists will ensure local client relevance

Pulse Analysis

Southeast Asia’s digital advertising spend is accelerating, with Vietnam projected to exceed $2 billion in 2025. Moonfolks’ decision to move into Vietnam after establishing a foothold in Brunei reflects a strategic push into markets where brands are rapidly adopting programmatic and mobile‑first campaigns. The agency’s CEO, Anish Daryani, cites his prior experience in the country and the region’s “hustle” culture as catalysts for the expansion, positioning Moonfolks to capture demand from both multinational and home‑grown advertisers seeking agile creative partners.

The firm will operate under a hub‑and‑spoke architecture, anchoring operations in Indonesia while deploying market‑specific specialists in Vietnam and Brunei. This structure allows Moonfolks to reuse its Indonesian talent pool, data infrastructure, and client relationships, reducing overhead as it scales. At the same time, on‑the‑ground experts bring cultural nuance and local network access, mitigating the typical pitfalls of regional rollouts. The model aligns with industry trends where agencies balance centralized efficiency with decentralized client intimacy.

Beyond geography, Moonfolks is doubling down on technology and data analytics to differentiate its service offering. Daryani emphasizes building in‑house capabilities that can deliver real‑time insights and AI‑driven creative optimization, a growing expectation among Southeast Asian brands. Coupled with an entrepreneurial culture that encourages staff to launch their own ventures, the agency aims to foster a self‑sustaining talent pipeline. Looking ahead to 2026, the combination of market expansion, tech focus, and a founder‑mindset positions Moonfolks to compete for larger accounts and secure recurring revenue streams.