MullenLowe Lintas Indonesia revamps leadership with C-level appointments

MullenLowe Lintas Indonesia has restructured its leadership team, introducing a refreshed C-level lineup designed to drive growth and agility in an evolving market.

The new leadership structure, described by the company as a triangle, places the newly appointed chief growth officer (CGO) Amelia Pryana at the helm, supported by the new chief strategy officer (CSO) Fajar "Arya" Kumbara and chief creative officer (CCO) Hadiansyah "Anca" Sangadji.

"The CGO's core responsibility is to generate business opportunities, while the CSO provides valuable insights and data intelligence on the category and industry to identify the right opportunities to pursue. Lastly, the CCO ensures that creative proposals are delivered with speed, quality, and alignment with brand budgets," the agency told MARKETING-INTERACTIVE.

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When asked whether they will be reporting to CEO David Lukas, MullenLowe said this leadership model is unlike traditional corporate structures where the CEO wields overarching authority, distributing responsibility among the CGO, CSO, and CCO.

The three new chiefs are "collectively responsible for driving business growth and publicity, while the CEO ensures the internal health and overall well-being of the company," it added.

All three were promoted from their previous roles at MullenLowe Lintas Indonesia: Pryana (pictured, centre) served as general manager, Kumbara (right) was integrated planning director, and Sangadji (left) held the position of executive creative director.

According to the agency, the transition to this structure is not about redefining roles but about reinforcing the company's adaptability.

"In essence, nothing has fundamentally changed. The decision to appoint three new C-level executives was made solely to strengthen our company's structure and adapt to the rapid shifts in our industry and market dynamics. What makes this new setup compelling is how seamlessly the organisation now operates—united under a single direction: 'Sales First.'"

The immediate focus for the new leadership team is clear: capitalise on opportunities and secure new clients. Their first 90 days will be used to "maximise opportunities and secure as many wins as possible."

"The CGO holds the key decision-making authority to approve go-to-market strategies. This shift has proven successful—we have managed to regain key clients such as Indofood, bringing back brands like Chitato Lite, Espessia, Kul-Kul, and Pop Mie," MullenLowe noted.

At the heart of this new leadership philosophy is a concept dubbed "The Fellowship of the C"—a collaborative approach where C-level executives work in unison to navigate industry challenges and drive strategic decisions.

"While the name may sound unconventional, it represents a shared leadership philosophy—a partnership among the four C-level executives who collaboratively tackle key challenges and define strategic priorities," MullenLowe added. "This new structure is basically helping MullenLowe's broader strategy where strengthening local business helps global business to grow too."

MullenLowe Lintas Indonesia is part of the MullenLowe Group, a global marketing communications network. The agency has worked on campaigns for major brands in Indonesia, including Nippon Paint, Pepsodent, Close-Up, Clear, and Lifebuoy. Recently, it launched the horror-comedy campaign "Ketempelan Dinginnya" or "Get Possessed by Coolness," aimed at engaging the country's Gen Z audience.

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