Edelman nabs new head of digital for Southeast Asia

Edelman’s Head of Digital for Hong Kong and Taiwan, Yuliani Setiadi, has relocated to Singapore to take on the role of head of digital for Southeast Asia (SEA).

In this capacity, Setiadi will lead the firm’s digital strategy across the SEA region, focusing on driving innovative solutions that build trust and deliver long-term growth for Edelman’s clients. She continues to report to Jamshed Wadia, vice chair of digital for Edelman Asia Pacific.

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"Setiadi's ability to integrate trust into every aspect of her work is what sets her apart," said Wadia. "She brings a well-rounded perspective, with deep experience not only in digital but also in integrated marketing across a wide range of industries—from CPG, retail, and automotive to B2B and healthcare."

"Her creative and human-centric approach, combined with her extensive regional expertise, will be crucial as we continue to scale our digital capabilities in Southeast Asia," added Wadia.

Over the course of an extensive 18-year career in brand planning, digital and integrated marketing, Setiadi has worked in both Asia and the Netherlands.

Prior to joining Edelman in 2022, she held various leadership roles at Ogilvy that saw her lead significant client relationships and expand the agency’s digital offerings in both Indonesia and Hong Kong.

In her previous role as head of digital for Edelman in Hong Kong and Taiwan, Setiadi demonstrated a strong commitment to merging creativity with data-driven insights, while building impactful relationships between brands and their audiences, said the agency.

In SEA, she plans to prioritise a holistic approach to digital transformation, ensuring that digital strategies continue to elevate the level of trust an organisation holds amongst its consumers.

"I’m passionate about the role trust plays in building and maintaining consumer relationships, especially in the diverse and dynamic markets of Southeast Asia," said Setiadi. "In this region, where digital maturity varies widely, there is a unique opportunity to lead by example—creating transparent, authentic, and impactful digital experiences that drive both action and growth. I’m excited to collaborate with our talented teams across SEA to push the boundaries of what’s possible in digital."

Setiadi’s appointment comes as Edelman continues to strengthen the footprint of its digital practice in APAC and particularly SEA, a region rich with opportunities for brands to innovate and differentiate themselves.

Under her leadership, Edelman is poised to continue delivering industry-leading digital strategies that resonate deeply with local audiences and foster long-term trust, it said. 

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