Vamoooooos!
David Lukas, CEO, MullenLowe Lintas IndonesiaThe introduction of this leadership structure marks a new chapter for MullenLowe Lintas Indonesia. This approach allows our team to adapt and transform in response to business dynamics.
The Fellowship of the C
The Fellowship of the C
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MullenLowe Lintas Indonesia welcomes three new young executive leaders, establishing a corporate triumvirate under CEO David Setiaputra Lukas.
With the philosophy of “the Fellowship of the C”, three new leaders under CEO David Lukas hold the main direction for business development, creative, and marketing strategies.
This fundamental change was born out of a new philosophy of collaborative leadership concept involving four C-level executives who together address business challenges and set the strategic direction of the company.
Unlike the traditional structure that places the CEO as the sole decision maker, MullenLowe Lintas Indonesia now adopts a triangular formation that combines three key positions: Chief Growth Officer (CGO), Chief Strategy Officer (CSO), and Chief Creative Officer (CCO).
Amelia Pryana, who previously served as General Manager, now leads this triangular formation as CGO with the primary responsibility of creating business opportunities. She is supported by CSO Fajar “Arya” Kumbara who previously served as Integrated Planning Director and CCO Hadiansyah “Anca” Sangadji who was promoted from the position of Executive Creative Director.
While the three new leaders are “collectively responsible for driving business growth and publicity,” CEO David Lukas retains an important role with a focus on the “internal health and overall well-being of the company.”
The division of duties is clearly defined: The CSO’s role is to provide insights and intelligence on the category and industry to identify the right opportunities, while the CCO ensures creative proposals are delivered quickly, with quality and within the brand’s budget, and the final decision on marketing strategy rests with the CGO.
The agency, which has worked on campaigns for top brands such as Nippon Paint, Pepsodent, Close-Up, Clear, and Lifebuoy, claims that the change in structure is not about redefining roles but about strengthening the company’s adaptability amid rapidly changing industry and market dynamics. “Our priority now is to maximize opportunities and secure as many wins as possible.” David added.
“We have managed to get back key clients like Indofood,” David continued. The return of Chitato Lite, Espessia, Kul-Kul, and Pop Mie to the hands of MullenLowe Lintas Indonesia is an early proof of the success of the new strategy implemented by the creative agency after a fundamental transformation in its leadership structure.
MullenLowe Lintas Indonesia’s latest campaign for Lifebuoy, “Ketempelan Dinginnya”, is a horror-comedy campaign aimed at appealing to Indonesia’s Gen Z audience. The campaign is one example of the agency’s creative approach in reaching out to a dynamic local target market.
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