Independent PR agency appoints Business Growth and Innovation Director to lead Generative Engine Optimization (GEO) initiatives
JAKARTA, July 22, 2025 - While most communication agencies are tightening their belts, Maverick Indonesia, an independent PR consultancy, is doubling down on the future of Public Relations and Earned Media. The Jakarta-based agency has appointed Cahyanto Arie Wibowo as its new Business Growth and Innovation Director, signaling a bold move toward integrating Generative Engine Optimization (GEO) into strategic communications.
AI Search Changes the Rules of Brand Building
As AI Search becomes central to how people discover and evaluate brands, its algorithms increasingly favor Earned Media - credible, third-party content that shapes perception and trust. Recognizing this shift, Maverick Indonesia is investing in leadership that understands the intersection of AI technology, digital strategy, and brand reputation management.
“With the increasing dominance of AI Search in influencing brand building and reputation management, and its preference for relying on Earned Media to inform recommendations, we are confident that the moment has arrived for PR,” said Ong Hock Chuan, President Director of Maverick Indonesia.
While the Indonesian market is still adapting to this transformation, progressive global brands have already begun optimizing their AI visibility—refocusing communications from paid exposure to earned discoverability that resonates in AI-driven environments.
Maverick’s Strategic Appointment to Lead GEO Integration
Bringing over 13 years of experience across IT consulting, e-commerce, and digital media publishing, Cahyanto Arie Wibowo will oversee the agency’s innovation roadmap. His mandate includes enhancing Maverick’s existing services, driving product development, and pioneering GEO offerings for clients seeking to strengthen their visibility in AI-driven search ecosystems.
“Arie has the business, technology, and marketing experience, as well as the eclectic exposure to different sectors, that we’re looking for to lead growth and innovation,” Ong added. “He will play a key role in embedding Generative Engine Optimization techniques into our communication strategies to help clients stay visible and trusted in the AI age.”
Embedding GEO into PR Practice
Generative Engine Optimization (GEO) is an emerging discipline focused on optimizing how brands are represented within AI-generated responses, ensuring accuracy, relevance, and brand integrity when users query tools like ChatGPT, Gemini, or Copilot.
“I’ve long respected Maverick as a firm that’s not only strategic and agile, but also unafraid to challenge convention to drive real impact,” said Cahyanto Arie Wibowo. “With my background in digital, data, and product strategy, I’m excited to work with the team to help clients future-proof their businesses in an AI-driven communication landscape.”
Prior to joining Maverick, Arie served as Director of Business Development at an international marketing communications group and is currently the Head of Knowledge Management for the Indonesian Digital Association (IDA).
About Maverick Indonesia
Founded in 2002, Maverick Indonesia is a leading independent public relations consultancy that helps organizations stay relevant and competitive in an information-rich, attention-scarce environment.
The firm offers services across corporate communications, crisis management, media relations, and investor relations, and was among the first in Indonesia to adopt integrated measurement and evaluation frameworks based on the International Association for the Measurement and Evaluation of Communication (AMEC) standards.
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