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Some significant transformations in the agencies I worked in was in improving the creative product as creative head, and increasing the billing.

McCann Indonesia – The agency

When I became Joint ECD of McCann Indonesia they were number 17 in creative ranking and had a team of 90 creatives. The new CEO coming from New York had been asked to downsize by letting go of 35 creatives and we had to decide who was to go. We both had nightmares for many nights but we got it done. Those who were retained were feeling low and they all wore black T-shirts with ‘Black Friday’ printed on it on the day the others were to leave.

We had to do something and the only way to inspire them was to improve the agency ranking. And we did so very successfully by winning a considerable number of awards in the local awards festival for the agency. We got a silver that year as agency of the year and it changed the mood of the agency. Soon I was Chief Creative Officer.


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DDB Indonesia – The agency

As Chief Creaive Director of DDB Indonesia the mandate again was to revamp the creative team. With a hard heart I had to let go of many old creatives and hire new ones.

But the creative product improved dramatically and DDB Indonesia work started getting noticed and appreciated in the region and within DDB Asia Pacific, it was award winning work.



BMB Madison – The agency

As National Creative Director we won a lot of business for the agency, transformed a big TV channel at the time, won more Leela business from the existing business and won the prestigious Natures basket account.

I won’t say much but a trick I pulled really impressed Trevor Beattie, one of the founders of BMB, when he walked into the creative department to meet the creative team and the National Creative director.

I put this creative on the floor of the creative department and he noticed it. He applauded and that was a high. There was a lot more work we did on many brands and won many businesses in the years I was there. I will let the work speak for itself. At that time it was truly transformational for a new tie-up.


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