M&C Saatchi Indonesia hands Adri Zainuddin creative director reins amidst slew of new hires

M&C Saatchi Indonesia has appointed Adri Zainuddin, formerly creative director at Iris Jakarta, as its creative director. Zainuddin (pictured) has accumulated 14 years of experience under his belt, having worked at agencies such as The Drawing Squad, TCP/TBWA, Y&R, Kaskus and Ogilvy.

Zainuddin said that the opportunities and challenges presented at M&C Saatchi are an ideal cultivating ground for great and buzz-worthy work. “You can sense an ambition to reach the stars here, and I’d love to help them get there,” he added.

Effective immediately, Zainuddin will be working alongside Nadia Yuliani, who joined the agency as creative director late last year. Yuliani was formerly from dentsu Indonesia, where she serviced a range of clients such as Laurier, Biore, Pocari Sweat and Ajinomoto. Zainuddin and Yuliani will be reporting to Dami Sidharta, who was recently promoted to CCO. Sidharta had co-founded the agency together with Elki Hendria and president director Anish Daryani in January 2018; his promotion comes after his three years at the agency. 

M&C Saatchi has also hired other senior talent across disciplines. Eva Luntungan (pictured below left) has been appointed as business director. According to her LinkedIn, she joined from dentsu One where she was group account director. During her time there, she led the integration team of dentsu One for its Japanese clients in all of their activities in the area of ATL, activation, digital and media. She has also worked at Wise Air, MullenLowe and Ogilvy, with 18 years of experience. Femmy Fabiola Caroline (pictured below second from left) has been appointed as group integration director. She was formerly group account director at TCP/TBWA. She has also worked in Havas, Iris Jakarta and Ogilvy, and has over 21 years of experience in the industry.

Rachmat Rionaldi (pictured above centre) has been appointed as digital lead. According to his LinkedIn, he moved to the agency from TikTok, where he was senior partnership manager. He has also worked at Yamaha Indonesia, Phibious, isobar and Jatis Mobile. At the same time, Muhammad Yusuf Syafriansyah (pictured below above from right) has been appointed digital creative group head. Prior to this, he was a senior marketing associate at Shopee. According to his LinkedIn, he had a short stint with the agency last year as a senior copywriter as well. He has also worked at Gojek, dentsu One, McCann Indonesia and Leo Burnett. Meanwhile, Yunendra Adi Putra (pictured above right) was also appointed as creative group head. He previously held the same role at Iris Jakarta. He has also worked at First Edition, denstu One and Daiko. 

M&C Saatchi Indonesia launched in 2018, and has since grown to a large team of 110 with account wins such as Permata Abank and XL Axiata. Anish Daryani, founder and president director of M&C Saatchi Indonesia, said that it will continue to augment its talent pool on the principles of “Diversity of Thought” and inclusion with the best talent available. 

Last month, XL Axiata appointed M&C Saatchi Indonesia to manage brand-building efforts across ATL and BTL for XL Prepaid, XL Satu, and XL Prioritas. The appointment follows a pitch that saw four agencies participate and is with immediate effect.

Separately, the agency was also shortlisted for the Adland Diversity & Inclusion Index 2021 awards for its "Diversity of Thought" initiative. The initiative allowed for people of different walks of life to be part of the M&C Saatchi Indonesia family, as it believes that it is the difference in ideas that brings a work to life with more divergent and richer ideas.

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