Indonesia – Hakuhodo International Indonesia (HIID) has elevated Farhana Eldini Devi Attamimi to group CEO, entrusting her with leading the organisation’s next phase of development and operational strategy.
Previously serving as a director at HIID, Devi will continue in her role as institute director at the Hakuhodo Institute of Life and Living ASEAN while taking on her new responsibilities as group CEO.
Devi’s leadership will prioritise enhancing the organisation’s strategic direction and internal collaboration. One of her initial initiatives is to improve coordination within the HIID group—which includes Hakuhodo Jakarta, Hybrid-H, H-Three, Hakuhodo Digital, I-DAC, and H+—through the implementation of the Modular Organisation concept. This approach is intended to increase flexibility and responsiveness to industry challenges.
With a background in strategic planning, Devi sees Hakuhodo’s Sei-katsu-sha Insight philosophy—which centres strategy around people—as key to shaping HIID into a “Sei-katsu-sha Value Design Company” that benefits both clients and society.
Commenting on her appointment, Devi explained, “Alongside Yuzuru Iguchi as the country director for Hakuhodo Japan, I aim to build a flexible organisation within the group to create the best solutions for clients, the society, and the industry. My predecessors have built a strong foundation over the past 22 years, and moving forward, we will experiment more boldly and dive deeper into data.”
Devi’s appointment coincides with a leadership transition at HIID, as the company’s founders shift to commissioner roles within their respective firms while continuing to support the group. Irfan Ramli will serve as chairman, with Ferti Wiratih and Mahendra Suyono as co-chairpersons at the group level.
“This industry is like a racetrack without a finish line. Technology, AI, and data-driven creativity continue to evolve at an extraordinary pace. Devi’s task is not just to ensure business continuity but to take HIID beyond what we ever imagined,” said Ramli.
He continued, “HIID has successfully navigated various dynamics and challenges and achieved many milestones. We see enormous potential for the accelerated growth of the group, and in the near future, we might welcome 2 to 3 new companies into our group.”
“We have long invited Devi to be at the forefront of strategic decisions, learning from us, and understanding how this organisation operates. We are proud to have found a leader from within our organisation—someone who understands the values and culture of HIID. Though part of a global network, uniquely, we are known more as an Indonesian company with an international standard,” added Ramli.
Meanwhile, Shuntaro Ito, director & senior corporate officer of Hakuhodo Inc. and president & CEO of Hakuhodo International, acknowledged HIID’s role in Indonesia and its influence within the broader Hakuhodo network.
“What Irfan, Ferti, and Mahendra have built over 22 years is not just a strong foundation but also a dream for something bigger. They have proven that creativity rooted in Sei-katsu-sha can lead to industry change, not merely follow trends. Now, it is time to carry this legacy further with a new vision and build something that has never been done before. We believe Devi and Yuzu have the audacity and acuity to take HIID to the next level,” said Ito.
