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16 BAB III DESKRIPSI PERUSAHAAN A. Sejarah Perusahaan Arcade, Badan Iklan Yang Berbasis Di Singapura Dengan Kantor Di Tokyo

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16 BAB III DESKRIPSI PERUSAHAAN A. Sejarah Perusahaan Arcade, Badan Iklan Yang Berbasis Di Singapura Dengan Kantor Di Tokyo perpustakaan.uns.ac.id digilib.uns.ac.id BAB III DESKRIPSI PERUSAHAAN A. Sejarah Perusahaan Arcade, badan iklan yang berbasis di Singapura dengan kantor di Tokyo dan Jakarta, telah menjual saham minoritas untuk Publicis. Empat pendiri Arcade yaitu Nick Marret, Gary Tranter, Matt Cullen dan Mark Taylor merasa waktunya untuk memegang saham global. Mereka berekspensi ke pasar seperti Cina, India dan Afrika serta mendukung usaha mereka yang ada di Singapura, Indonesia dan Jepang.Arcade saat ini mempekerjakan lebih dari 100 staff di seluruh wilayahnya yaitu Singapore, Tokyo dan Jakarta. PT. Arkade Sejahtera atau Arcade Indonsesia berdiri pada tanggal 8 Januari 2014. Co-Founder dari Arcade Indonesia adalah Gary Caulfield, Alfa Aphrodita dan Aldo Hutomo. Selain sebagai Co-Founder, Gary Caulfield adalah juga sebagai CEO dari Arcade Indonesia, sedangkan Alfa Aphrodita menjabat sebagai Executive Creative Director, dan Aldo Hutomo sebagai Creative Director. Perbedaan Arcade dengan multinasional agency lain yaitu secara nama brand Arcade adalah multinasional agency tetapi secara operasional/tata kelola semuanya independentidak terpusat di Singapore. Sedangkan, Arcade dengan PT Arcade Sejahtera yaitu Arcade adalah nama brand yg dijual dan PT Arcade Sejahtera nama perusahaan misalnya, 16 commit to user perpustakaan.uns.ac.id digilib.uns.ac.id PT Arcade Sejahtera diibaratkan sebagai Unilever sedangkan Arcade adalah Pond’s. (Sumber : www.campaignbriefasia.com) B. Logo Perusahaan Gambar 1. Logo Perusahaan Sumber: Arcade Indonesia Arcade menggunakan analogi mainan pinball yang berarti bahwa dunia pemasaran, hiburan dan informasi saling bertabrakan. Pendekatan kewirausahaan arcade adalah dengan kreativitas membantu merek berkembang dalam lingkungan yang mengganggu ini, yang memungkinkan mereka untuk memainkan peran yang lebih relevan dan bermakna dalam kehidupan manusia. C. Visi dan Misi Arcade Indonesia Visi : The worlds of marketing entertainment and information are colliding. Arcade’s entrepreneurial approach to creativity helps brands thrive in this disruptive environment allowing them to play a more relevant and meaningful role in people’s lives. Visidengan penjelasannyaadalahDunia perdagangan, hiburan dan informasi saling berbenturan. Pendekatan bisnis Arcade terhadap kreatifitas membantu produk-produk tumbuh subur dalam lingkungan 17 commit to user perpustakaan.uns.ac.id digilib.uns.ac.id yang kacau ini, mengijinkan mereka untuk bermain sebuah peran yang lebih relevan dan berarti dalam kehidupan seseorang. Misi : Our collaborative business model allows us to tackle any communication challenge, from global brand launches to social media and retail design. Inspired by the film industry, we build bespoke teams for each project and disband them when the job is done. To pull this off, we collaborate with the best independent creative talent around the world, the brave ones who go it alone. Misi Arcade dengan penjelasannyaadalahmodel bisnis kolaborasi membolehkan kita untuk menyelesaikan berbagai tantangan komunikasi, dari pengenalan produk lokal hingga media sosial dan rancangan bisnis ritel. Terinspirasi dari industri perfilman, kita membangun tim spesialis untuk setiap proyek kemudian membubarkan mereka ketika pekerjaan telah selesai. Untuk menyelesaikan semua ini, kita bekerjasama dengan seseorang yang paling berbakat, kreatif dan mandiri diseluruh dunia, seorang pemberani yang bekerja sendiri. (Sumber : www.madebyarcade.com) 18 commit to user perpustakaan.uns.ac.id digilib.uns.ac.id Bagan 1. Struktur Organisasi Arcade Indonesia Sumber : Arcade Indonesia 19 commit to user perpustakaan.uns.ac.id digilib.uns.ac.id Selama penulis melaksanakan Kuliah Kerja Media dapat mengamati dan mendiskripsikan pekerjaan pada masing-masing divisi. Berikut job description dari Arcade Indonesia: 1. CEO (Chief Executive Office) Bertugas sebagai seorang pengambil keputusan, pemimpin, pengelola (manajer), dan eksekutor. 2. Creative Director Bertugas untu memberikan pandangan desain branding pada suatu produk dalam bentuk promosi secara profesional pada klien dan sesuai keinginan kliennya. 3. General Manager Bertugas sebagai mengambil keputusan serta yang bertanggung jawab atas tercapainya tujuan perusahaan serta sebagai pengendali seluruh tugas dalam perusahaan tersebut. 4. Project Manager Project manager bertugas sebagai orang yang menggerakkan proyek dan memimpinnya dalam mencapai objective proyek. 5. Creative Technology Bertugas untuk membuat website, microsite dan aplikasi untuk campaign brand yang ditangani. 6. Social Media Executive Bertugas sebagai pembuat brief, mereview indikator iklan di tahun sebelumnya dan mencari KOL (Key Opinion Leader) sebagai bintang 20 commit to user perpustakaan.uns.ac.id digilib.uns.ac.id iklan produk yang ditangani. Juga mengelola segala aktivitas social media dari produk klien. Di dalam Social Media ada tiga tingkatan yaitu Social Media Manager, Social Media Executive dan Social Media Officer. Tugas dari masing- masing bagian tersebut berbeda-beda, berikut penjelasan dari tugas tersebut: SMO (Social Media Officer) SMO atau Social Media Officer bertugas untuk membalas comment dari fans. Selain itu juga bertugas untuk report pada social media dan setelah itu dikirimkan ke SME (Social Media Executive) SME (Social Media Executive) SME atau Social Media Executive bertugas untuk membuat konten social media atau Editorial Plan dan bertugas untuk mengecek report yang telah dikerjakan oleh SMO atau Social Media Officer. Social Media Executive juga bertugas untuk bertemu dengan klien untuk membicarakan jika Social Media Manager tidak dapat bertemu klien. Social Media Executive juga bertanggung jawab jika ada campign, bertugas untuk memilih pemenang dan mengecek apakah media atau campaign yang tersalurkan kedapatan error atau tidaknya. Juga bertugas untuk mencari KOL (Key Opinion Leader) yang akan digunakan dalam kampanye iklan. 21 commit to user perpustakaan.uns.ac.id digilib.uns.ac.id SMM (Social Media Manager) Social Media Manager bertugas untuk mengecek semua pekerjaan yang telah dilaksanakan oleh Social Media Officer dan Social Media Executive dan bertugas untuk bertemu klien dalam membicarakan campaign yang akan dilaksanakan, misal membicarakan tentang KOL mana yang akan digunakan apakah klien sudah setuju dengan KOL yang direferensikan oleh bagian Social Media. 7. Copywriter Bertugas menulis naskah iklan, baik untuk iklan cetak (print ad), iklan televisi (TV Commercial), iklan radio (Radio Commercial) dan iklan digital 8. Art Director Bertugas sebagai perancang tata letak atau layout iklan. Segala sesuatu yang berhubungan dengan visualisasi, layout, dan juga desain grafis biasa dikerjakan oleh art director. 9. Graphic Designer Bertugas untuk membantu seorang art director jadi harus mempunyai kemampuan yang kurang lebih sama seperti art director yaitu segala sesuatu yang berhubungan dengan visualisasi, layout, dan juga desain grafis. 10. Web Designer Bertugas untuk membuat Website dengan segala tampilannya yang sesuai dengan permintaan klien. 22 commit to user perpustakaan.uns.ac.id digilib.uns.ac.id 11. Account Director Di dalam AE department terdapat beberapa bagian, antara lain Junior AEbertugas sebagai Asisten dariAccount Executive. Account Executive bertugas sebagai pelaksana untuk mencari klien yang akan membuat iklan dengan bantuan biro iklan tempatnya bekerja. Account Manager bertugas untuk menjalankan fungsi kontrol terhadap setiap kegiatan yang dilakukan oleh AE. Account Director bertugas untuk menjalankan fungsi evaluasi terhadap hasil kinerja dari Account Executive. 12. Finance Bertugas sebagai pemegang uang, dan yang memanajemen keuangan di dalam perusahaan. 13. Office Manager Bertugas mengatur dan bertanggungjawab pada semua divisi di PT Arcade Indonesia. (Sumber : Arcade Indonesia) 23 commit to user perpustakaan.uns.ac.id digilib.uns.ac.id E. Alur Kerja Arcade Indonesia Alur kerja di Arcade ada beberapa tahapan, yaitu 1. Pre production Pada tahap ini bagian Account Executive bertemu dengan klien untuk membahas brand yang akan ditangani/diiklankan. Klien akan memberikan semua informasi tentang brand tersebut kepada Account Executive. Setelah semua informasi di dapatkan maka selanjutnya dari Arcade membentuk tim yang akan menagani brand tersebut dan kemudian membuat brief yang akan disampaikan ke klien. Setelah itu tim akan melakukan brainstorming atau menemukan bagaimana iklan tersebut akan dibuat. 2. Production Pada tahap ini setelah ide iklan ditemukan maka produksi siap untuk dikerjakan. Setiap divisi mempunyai pekerjaan masing-masing, social media akan membuat brief konten yang kemudian diserahkan ke bagian copywriter untuk di cek dan copywriter akan membuatkan tagline dan mengedit konten agar lebih menarik. Grapich designer serta art director membuat visualisasi untuk iklan tersebut. 3. Post Production Pada tahap ini jika brief yang telah dibuat siap di presentasikan ke klien dan klien menyetujui maka setelah itu akan di lakukan hasil akhir yang sudah jadi dan iklan yang dibuat siap untuk di publish. 24 commit to user perpustakaan.uns.ac.id digilib.uns.ac.id F. Lingkup Layanan Perusahaan PT Arcade Indonesia sebagai agency periklanan melayani jasa pembuatan iklan sebagai berikut : Above The Line (TV, Radio, Surat Kabar dan Majalah) dan Below The Line (Billboard, spanduk, flyer dan brosur) dengan prosentase 30% dan Media Digital (Social Media, Website, Microsite dan Youtube) dengan prosentase 70%. G. Klien Beberapa klien yang ditangani oleh Arcade Indonesia : Yang sedang dikerjakan : Djarum Black (all campaign), MLD (digital). a. Above the Line dan Beloe the Line 1. IKEA 2. PHD 3. Coca Cola 4. Djarum Black b. Digital Unilver 1. Ice Cream Cornetto 2. Close Up 3. Rexona 4. Rexona Teens 5. Pond’s 6. Pond’s Teens 25 commit to user perpustakaan.uns.ac.id digilib.uns.ac.id 7. Kecap Bango 8. Pepsodent 9. Vaseline Men Non Unilever 1. Minute Maid Pulpy 2. Nutriboost 3. Ioma Paris 4. Fancy Feast 5. Wechat 6. Djarum MLD 26 commit to user.
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