#IWD2025: How Farhana Eldini Devi Attamimi leads with encouragement, not expectations at Hakuhodo

In an industry built on storytelling and creativity, women have long been at the forefront of shaping narratives that move audiences and redefine culture. Yet, behind their success lies a journey of resilience, leadership, and breaking barriers.

As we celebrate International Women's Day 2025, we highlight the voices of women who have carved their paths in Indonesia's agency landscape, challenging norms and inspiring future generations. Check out what Farhana Eldini Devi Attamimi, the CEO of Hakuhodo International Indonesia, has to say.

MARKETING-INTERACTIVE: What inspired you to pursue a career in this industry, and what has kept you motivated along the way?

Attamimi: The idea that every day I get to create something new. Not many industries offer that kind of freedom. Here you don't just execute. You imagine, you disrupt, you make things happen. That's what drew me in.

What keeps me going? The feeling that my work matters. That the ideas I bring to life have weight regardless it's minor or major, that they energise and excite people, that they inspire people to push beyond what they thought was possible. And honestly I love seeing people thrive. When the team wins, when they outdo themselves, when they realise just how good they are—that's the kind of motivation that never fades.

MARKETING-INTERACTIVE: Can you share a pivotal moment in your career that shaped your approach to leadership or creativity?

Attamimi: I used to be a perfectionist—the kind that controls every detail, that is too stern and too focused. I thought that's what it meant to be great.

Then one day, in the middle of an important event, a colleague said to me, "Santai aja kali, Dev." (Chill, Dev.)

That hit me like a brick; a wake-up call. I realised my obsession with perfection was actually counterproductive. From that moment on, I changed my approach. Now, I lead with encouragement, not just expectations. I've embraced a more democratic style—one that allows people to thrive and surprise me.

Now I like surrounding myself with smart people, people who challenge me and who bring fresh perspectives. I don't need to be the smartest person in the room—I just need to build the kind of room where brilliance happens.

MARKETING-INTERACTIVE: What challenges have you faced as a woman in the industry, and how have you navigated them?

Attamimi: I never saw being a woman as a challenge. I see it as an advantage.

Sure, there were moments when I was overlooked, underestimated—too young, too different, too something. But I learnt to not waste time in spaces that didn't deserve me. I don't waste energy trying to prove myself in spaces that don't value me. Instead, I invest in environments where I can thrive.

You don't fight every battle; you fight the ones that matter and you build a presence so undeniable that the right doors open—not because you asked, but because they need you in the room.

MARKETING-INTERACTIVE: What's one piece of advice you'd give your younger self when starting out?

Attamimi: Actually, my younger self didn't need advice—she was fearless. It's my 30-something self who needed to hear this: Don't lose yourself trying to be everything for everyone.

There was a time when I was balancing it all—career, motherhood, expectations, obligations—and somewhere in that chaos, I forgot me. I was running on autopilot, doing everything "right," but feeling disconnected from my own aspiration.

So here's my advice: Step back, take a breath, reclaim your space. You don't have to move at everyone else's pace. You don't have to prove your worth in every direction. The most powerful thing you can do is stand firmly in who you are—without apology.

As these women continue to lead, mentor, and shape the future of the industry, their stories serve as a powerful reminder: success is not about fitting into predefined moulds—it's about redefining them entirely.

Join us this coming 23 - 24 April for #Content360, a two-day extravaganza centered around three core thematic pillars: Challenging The Norm; Technology For Transformation; and Unlocking Imagination. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

Related articles:
#ExplainIt: HK agency leaders on how they inspire inclusion this IWD
#ExplainIt: Let's talk allyship this IWD [Video]
#ExplainIt: Malaysian agency leaders on the changes they want in motion this IWD