Marketing Featured Southeast Asia

BBDO Indonesia names local creative Tigor as new creative lead

Jakarta, Indonesia – BBDO Indonesia has appointed renowned creative talent, Yogi Tapanati Simbolon, otherwise known as Tigor, to be its new creative lead. He will be playing an active role in helping to create compelling new work for the agency. 

Over the past year, Tigor has created work for Exxon Mobil and has landed more local duties for major brands like VISA, amongst others. Tigor began his career as an e-reporter for an English-language tourism website before moving into the world of advertising – first as a copywriter, then advancing to the position of creative director at a number of well-known multinational advertising agencies.    

At age 32, he became one of the youngest local executive creative directors. To date, he has won more than 70 creative awards and while many people in the ad industry might find the prospect of dwelling into difficult or impossible pitches tedious, Tigor finds it one of the most rewarding aspects of his job. 

“I’m thrilled to take on this new role and to work closely with BBDO Indonesia’s talented team to develop the agency’s creative capabilities and create memorable content for clients that really hits home with Indonesian audiences,” said Tigor.   

His creative inputs have been tested and proven; a few of his past projects included Extra Joss, an energy drink that was seeking ways to counteract local and foreign brands taking over the market. For the brand, Tigor developed ‘LAKI,’ an Indonesian word that is impossible to directly translate, but that is most similar to the English word ‘manly’. In Indonesia, it quickly became known that no man was more “manly” than LAKI.

Aviani Primasari, managing partner at BBDO Indonesia, commented, “BBDO Indonesia is evolving, digital is becoming more and more important in Indonesia, and I’m confident that Tigor will further strengthen our digital capabilities and produce some truly powerful creative work that will help our clients grow locally.”