For Apink Widyasmoko, leading Netlink World Indonesia has always been about more than size or scale.
In MARKETECH APAC’s latest Agency Leadership Decoded series, Apink, co-founder and managing director at Netlink World Indonesia, shares how he leads the team towards efficient team-building before goal orientation, both within and outside the agency’s growth network.
As co-founder and managing director, he has helped shape the agency into what is now regarded as Indonesia’s ‘most connected media partner’ by combining clarity with empathy and balancing performance with creativity.
“For me, leadership starts with trust and clarity,” Apink said. “At Netlink, I see my role as helping the team do their best work by making sure our goals are clear and everyone has the support they need. In Indonesia, relationships and collaboration are at the heart of how we work, so I try to lead with empathy while also keeping us focused on results. I believe that when people feel ownership, they naturally move faster and deliver more.”
From reach to resonance in Indonesia’s media mix
Indonesia’s media market is in constant motion as television remains powerful, but digital and e-commerce are recording some of the fastest growth rates globally.
For Apink, staying relevant means staying open, “The media landscape here is changing quickly. TV is still a powerful channel, but at the same time we are seeing some of the fastest growth in digital and e-commerce anywhere in the world.”
“To stay adaptable, I listen closely to clients and our younger team members, who often see shifts before anyone else does, ” he explained.
That adaptability has allowed Netlink to experiment with new formats. When the agency launched a direct messaging voucher campaign with Starbucks Indonesia, the idea was unfamiliar but promising.
By trusting the team and moving quickly, the activation generated more than 27,000 direct messages and directly linked social engagement with in-store sales.
Writing the brief in values: accountability, curiosity, resilience
Apink grounds his leadership in three values: accountability, curiosity, and resilience.
He sees these not as abstract ideals but as practical tools that allow teams to thrive in a volatile market.
“Accountability means we take ownership of what we deliver, both successes and challenges. Curiosity keeps us exploring new ways to connect brands with people in this diverse market. And resilience allows us to keep moving forward even when the industry shifts suddenly,” he elaborated.
This approach was evident in Netlink’s work for Roma Malkist during Ramadan, when the agency activated 100 creators and 1,000 buzzers to create a wave of content.
The campaign generated more than 225 million views and 3.5 million engagements, showing how curiosity and resilience, applied at scale, could spark a national conversation.
Finding frequency without losing flexibility
Leading one of the country’s largest agencies comes with challenges—Apink acknowledged that maintaining agility while serving major brands has been among the toughest.
“One of the challenges has been finding the right balance between being big and staying nimble,” he admitted. “We are fortunate to work with many of Indonesia’s leading brands, which means we need strong systems and consistency. At the same time, we cannot lose our agility.”
That philosophy shaped the Teh Pucuk Harum Culinary Festival, which blended scale with cultural connection.
The campaign achieved more than 102 million video views and 104 million impressions, evidence that large-scale campaigns could still move quickly enough to stay culturally relevant.
Turning awards into case studies, not closing credits
Recent recognition has been a source of pride, but Apink views it as motivation rather than a destination, “I am grateful that Netlink has grown to be seen as one of the leading media agencies in Indonesia.”
“Recently, receiving two Golds and a Bronze at the NEXT Awards 2025 was a proud moment, not only for me but for the entire team,” he added, “Campaigns like Le Minerale and WOW Spageti showed that we could compete and win at the highest level, while still being very grounded in Indonesian insight. These milestones are not just about recognition, they are reminders for us to keep improving and to keep delivering as the country’s most connected media partner.”
Building brand leaders, not just brand campaigns
For Apink, leadership is less about directing and more about enabling.
He believes the strongest ideas rarely come from one person alone, but from teams who feel empowered to contribute, “My advice would be to build with people, not just for them.”
“Leadership is not about having all the answers, it is about creating an environment where people can contribute and grow. In Indonesia, collaboration is part of who we are, and the strongest ideas usually come from the team, not the individual. If we can nurture that environment, then future leaders will not only be creative, they will also be resilient and grounded,” he emphasised.
As Netlink continues to grow, his focus remains on weaving together scale, speed, and culture—ensuring the agency is not just delivering campaigns, but also shaping leaders for the next chapter of Indonesian advertising.
