Devi Attamimi to lead Hakuhodo International Indonesia as Group CEO

Hakuhodo International Indonesia (HIID) announced a change in leadership with the appointment of Farhana Eldini Devi Attamimi as the new group CEO. The announcement coincides with the 22nd anniversary of Hakuhodo's presence in Indonesia.

Devi, who previously served as director of HIID, will retain her position as institute director at the Hakuhodo Institute of Life and Living ASEAN. Her appointment marks a new era for HIID which aims to be more dynamic and progressive in the country's advertising and communications industry.

"Together with Yuzuru Iguchi as country director for Hakuhodo Japan, I aim to build a flexible organisation within the group to create the best solutions for clients, society, and the industry," said Devi, who has been with Hakuhodo since 2011.

Devi told Campaign Indonesia, "This is a huge honour and responsibility, leading a company as big as Hakuhodo which has been my home for 14 years."

Under her leadership, Devi's first step will be to strengthen synergies within the HIID group which includes six companies: Hakuhodo Jakarta, Hybrid-H, H-Three, Hakuhodo Digital, I-DAC, and H+. This will be done through the implementation of the "Modular Organisation" concept, a structure that allows teams to move more nimbly and adapt quickly to challenges.

"My predecessors have built a strong foundation over the past 22 years, and going forward, we will experiment more boldly and go deeper with data," added Devi, who has a strong background in strategic planning.

Devi views the Sei-katsu-sha insight philosophy, Hakuhodo's unique approach that places people at the core of strategy, as a key asset for transforming HIID into a "Sei-katsu-sha Value Design Company." This vision aims not only to provide the best solutions for clients but also to bring meaningful change to society.

Devi's appointment marks a leadership transition with HIID's founders taking on roles as commissioners in their respective companies, while continuing to support the group. Irfan Ramli will serve as chairman, Ferti Wiratih as co-chairwoman, and Mahendra Suyono as co-chairman at the group level.

"The industry is like a racetrack without a finish line. Technology, AI, and data-driven creativity continue to evolve at an incredible pace. Devi's job is not just to ensure business continuity but to take HIID beyond what we ever imagined," said Irfan Ramli.

Irfan emphasised that this transition has been planned for a long time. "We have long invited Devi to be at the forefront of strategic decision making, learn from us, and understand how the organisation operates. We are proud to have found a leader from within, someone who understands HIID's values and culture. Although part of a global network, uniquely, we are better known as an Indonesian company with international standards."

Irfan told Campaign, "This was not a random decision, nor was it under pressure, because I have been leading Hakuhodo in Indonesia for a long time. I've been in the industry for more than 30 years and it's changed very fast in recent years, so it's time for regeneration."

In its announcement, HIID also hinted at future expansion plans. According to Irfan, the group sees great potential for accelerated growth, and in the near future may welcome two to three new companies into their group.

Full support for the new leadership also comes from Shuntaro Ito, director and senior corporate officer of Hakuhodo Inc. and president & CEO of Hakuhodo International. "What Irfan, Ferti, and Mahendra have built over 22 years is not only a strong foundation but also a dream for something bigger. They have proven that creativity rooted in Sei-katsu-sha can lead industry change, not just follow trends. Now, it's time to take this legacy further with a new vision and build something that has never been done before. We believe Devi and Yuzu have the courage and acumen to take HIID to the next level," said Shuntaro.