Dentsu Consolidates Indonesia Creative Under Single Leader
Dentsu Indonesia appoints Rachelle Raymundo as CEO, Creative, unifying three senior leaders to drive data-driven storytelling and culture-defining work across its restructured Indonesian operations.
Dentsu Indonesia has appointed Rachelle Raymundo as CEO, Creative, consolidating three senior creative leaders under unified leadership as the network restructures its 51-year-old Indonesian operations. Raymundo, who brings over 25 years of experience in data-led storytelling and digital transformation, will oversee Lucky Handoko (General Manager, Dentsu Creative), Defri Dwipaputra, and Rangga Immanuel (both Chief Creative Officers) as part of an integrated creative unit.
The appointment, announced this week, follows a September 2025 reshuffle that saw Handoko return to Dentsu Creative while Dwipaputra and Immanuel received promotions. Raymundo reports directly to Elvira Jakub, Country CEO of Dentsu Indonesia.
Unified Creative Structure Takes Shape
Raymundo's mandate centers on accelerating data-driven storytelling and culture-defining work rooted in Indonesian identity. Her background includes consulting on agency pitches and organizational health, providing what Dentsu describes as a distinctive perspective on building high-trust client relationships.
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"The creative landscape today requires more than just great ideas, it demands empathy, data-driven insights, and the courage to innovate at the speed of culture," Raymundo said in a statement. "Along with the rest of our creative leadership that is second to none in this market, we are committed to building an innovation powerhouse that does not just respond to algorithms but instead, shapes the conversations for tomorrow."
Jakub positioned the move as a pivotal milestone, stating: "As we build for the future, we need a true leader who can unify our creative vanguard to solve complex business challenges with humanity and heart, embodying the highest professional standards in integrity and transparency for our clients and for our people."
Regional Consolidation Wave Continues
The restructuring aligns with broader consolidation trends across Southeast Asia's advertising sector. In April 2025, Dentsu International acquired AdAsia Holdings for $85 million to strengthen automated ad buying capabilities in Thailand and Vietnam. The deal established local language command centers for programmatic advertising.
Publicis Groupe made a similar move in October 2025, acquiring HEPMIL Media Group to integrate influencer marketing with data tools covering over 800 million consumer profiles across Southeast Asia. The HEPMIL deal combined SGAG's influencer network with Publicis' identity-driven campaign capabilities.
Traditional holding companies face mounting pressure from super-apps like Grab and Gojek, alongside retail media networks including Shopee and Lazada, which offer closed-loop consumer data that agencies struggle to match. These platform-based competitors control direct relationships with consumers, creating challenges for traditional agency models built around third-party data and media placement.
Strategic Shift Toward Integrated Leadership
Dentsu's decision to consolidate creative leadership under a single executive reflects operational pressures facing multinational agencies in Indonesia's competitive market. By unifying Handoko, Dwipaputra, and Immanuel under Raymundo's direction, the network aims to streamline client service delivery and reduce internal fragmentation.
The restructuring emphasizes data integration with creative development, a capability Raymundo has specialized in throughout her career. Her appointment signals Dentsu's intent to position Indonesian operations against platform competitors by combining creative storytelling with performance measurement, rather than treating them as separate functions.
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