Creating brand impact in Indonesia isn’t just about being bold—it’s about being in sync. Sync with shifting cultural signals, digital behaviours, and the pace at which new expectations emerge.
Cheil Indonesia operates at this intersection. With an integrated model built on data, creativity, and technology, the agency delivers connected brand experiences that are not only agile and relevant but also measurably effective. Grounded in local nuance and backed by a global network, Cheil Indonesia is redefining how brands stay culturally sharp and future-ready.
In this edition of Agency Leadership Decoded, MARKETECH APAC sat down with Joo Hwan Kim, CEO of Cheil Indonesia, to uncover how he’s guiding the agency through a digitally driven era—fuelling Gen-Z-led innovation, embracing AI-powered marketing, and championing a culture where purpose and performance go hand in hand.
A culture built on creativity, collaboration, and purpose
Transitioning into the Indonesian market after more than a decade in India, Kim knew that leading effectively would mean blending Cheil’s global mission with local sensitivity.
“My leadership philosophy revolves around cultivating a culture where creativity, collaboration, and purpose thrive. In a market as dynamic as Indonesia, balancing freedom and flexibility with a cohesive, shared vision is vital,” Kim said.
At Cheil Indonesia, that shared vision is reflected in its integrated model—where data, creative, and technology teams work together from start to finish. “This structure empowers the team to stay ahead of trends, adapt to challenges, and deliver measurable value that resonates deeply with both clients and consumers,” he added.
For Kim, that synergy is the engine behind effective storytelling and performance.
“Data uncovers insights into consumer behaviour and market trends… Creativity transforms these insights into engaging narratives, while technology enables seamless execution and delivers measurable results,” he explained.
Kim highlighted that this synergy runs through every stage of the agency’s workflow—from initial strategy to final execution—enabling them “to design brand experiences that not only meet but consistently exceed client expectations, driving meaningful and measurable outcomes.”
“Ultimately, our vision is to position Cheil Indonesia as the leading integrated, data-driven performance agency, recognised for its unmatched ability to deliver impactful engagement,” he said.
Fuelling Gen-Z creativity and culture from within
A distinct hallmark of Cheil Indonesia is its Gen-Z-driven energy, something Kim sees as key to the agency’s agility and relevance.
“It fosters bold thinking, inclusivity, and a willingness to challenge traditional norms, driving us to create ideas and campaigns that resonate with today’s hyper-personalised audiences,” Kim shared.
“This mindset energises every aspect of our work, from brainstorming innovative concepts to executing campaigns that connect meaningfully with diverse consumer groups,” he added.
Internally, Kim shared that the agency has built a culture where collaboration and experimentation thrive. “We actively promote Employee Generated Content (EGC). By empowering employees as authentic brand ambassadors, we not only showcase our culture and values but also enhance our connection with clients and consumers alike.”
By encouraging participation across all levels, Cheil ensures its teams are attuned to the trends shaping Indonesia’s ever-evolving marketing landscape—especially those influenced by younger, digital-native audiences.
Local-first, globally inspired
As a representative agency for Korean brands and culture, Cheil Indonesia is uniquely positioned to tap into the country’s K-culture wave—but Kim underscores that cultural relevance is always a local game.
“Our ideal strategy is ‘glocalization’—thinking globally but acting locally. By combining the best cases from our global network with deep local insights, we create campaigns that are innovative, culturally relevant, and resonate with the unique dynamics of the Indonesian market,” he explained.
This is especially critical when navigating the behaviours of Gen Z, who, as Kim puts it, “change at nano speed.” Balancing global best practices with a culturally sensitive lens is how Cheil creates lasting impact in an increasingly crowded space.
Harnessing AI for personalisation—without losing the human touch
AI and automation are reshaping how marketers operate—and Cheil Indonesia is embracing these tools to deliver smarter campaigns.
“These tools enable brands to connect with the right audience at the right time, delivering tailored messages and offers that align precisely with consumer intent,” said Kim.
However, he’s quick to stress that technology alone isn’t enough. “While AI is a powerful enabler, creativity remains irreplaceable. Authentic connections require a human touch—an emotional resonance that only human creativity can achieve.”
Kim shared that Cheil Indonesia uses generative AI for ideation, client presentations, and data-driven strategy development. The agency also encourages team members to gain certifications in Gen AI to build long-term capability.
“These innovations align perfectly with our mission of creating connected experiences that matter, ensuring that we deliver impactful and meaningful interactions,” Kim added.
Adaptability as a leadership cornerstone
For Kim, one of the defining lessons of his transition to Indonesia has been the power of shared vision and adaptability.
“Indonesia’s vibrant, diverse market has taught me to appreciate the nuances of cultural differences while staying anchored in Cheil’s global values,” he reflected.
That outlook drives his leadership approach: “We encourage collaboration across teams and invest in continuous learning, believing that creativity is nurtured, not innate. I always urge our people to embrace unfamiliarity and actively seek diverse experiences.”
Above all, Kim believes that staying curious and agile is key.
“The marketing world is ever-changing, and staying static is not an option. This is why I emphasise the importance of staying curious, taking calculated risks, and learning from both successes and failures.”
As Cheil Indonesia continues to grow, that commitment to learning, adaptability, and human-led creativity will be what sets it apart.
“Cheil Indonesia thrives on this culture of agility and openness, which drives us to create impactful, connected experiences that matter,” he concluded.
