Singapore – Global communications firm Edelman has announced that Yuliani Setiadi, most recently the head of digital for Hong Kong and Taiwan, will be relocating to Singapore as she takes on the new role of head of digital for Southeast Asia.
In an exclusive interview with MARKETECH APAC, Setiadi details how her primary responsibility will be to lead Edelman’s digital strategy for client solutions across Southeast Asia, ensuring that their approach not only aligns with the fast-paced evolution of the market but also places trust at the core of everything the organisation does.
“I will be focusing on integrating digital innovation with Edelman’s deep commitment to building trust between brands and their audiences. This means driving data-driven strategies that respect privacy, creating Active Social content that resonates authentically, and fostering transparent communication that builds long-term relationships. By anchoring our work in trust, we can drive not just engagement but meaningful action and sustained growth for our clients,” she said.
Setiadi continues to report to Jamshed Wadia, vice chair of digital for Edelman Asia Pacific.
“Yuliani’s ability to integrate trust into every aspect of her work is what sets her apart,” comments Wadia. “She brings a well-rounded perspective, with deep experience not only in digital but also in integrated marketing across a wide range of industries—from CPG, retail, and automotive to B2B and healthcare. Her creative and human-centric approach, combined with her extensive regional expertise, will be crucial as we continue to scale our digital capabilities in Southeast Asia.”
What is up for priority at new Edelman role
For Setiadi, her new role priority is strategies that combine creativity with trust-building, adding that in the digital space, it’s not just about reaching audiences but about connecting with them in genuine and impactful ways.
“I plan to focus on developing digital strategies that are transparent, data-driven, and rooted in a deep understanding of human behaviour. By prioritising trust, we can create digital experiences that not only capture attention but also inspire loyalty and advocacy,” she said.
She also added that she want to explore how the industry can use emerging technologies, like AI and immersive experiences, in ways that enhance trust by providing value and transparency to consumers.
Over the course of an extensive 18-year career in brand planning, digital and integrated marketing, Setiadi has worked in both Asia and the Netherlands. Prior to joining Edelman in 2022, she held various leadership roles at Ogilvy that saw her lead significant client relationships and expand the agency’s digital offerings in both Indonesia and Hong Kong.
In her previous role as head of digital for Edelman in Hong Kong and Taiwan, Setiadi demonstrated a strong commitment to merging creativity with data-driven insights, while building impactful relationships between brands and their audiences. In SEA, she plans to prioritise a holistic approach to digital transformation, ensuring that digital strategies continue to elevate the level of trust an organisation holds amongst its consumers.
“My time at Ogilvy taught me the importance of adaptability and innovation. In today’s digital landscape, standing still is not an option. I learned that the best strategies are those that are flexible and can pivot quickly in response to new trends or unexpected challenges,” she said.
Setiadi added, “Additionally, I’ve seen firsthand the power of integrated thinking—where digital isn’t just a channel but a core component of an overall strategy that includes PR, branding, and customer experience. I’m bringing with me a deep appreciation for collaboration across disciplines and a strong belief in the power of creativity to solve even the most complex business challenges.”
How Edelman will ride the future of digital experiences
One of the challenges that Setiadi notes on the status quo of digital experiences in Southeast Asia is how there are varying levels of digital maturity across markets, meaning strategies must be tailored rather than one-size-fits-all. This is despite Southeast Asia being a region of incredible diversity which poses a great opportunity for growth of digital experiences.
“However, this diversity also offers a unique opportunity to experiment and innovate, as consumer behaviours and digital adoption rates differ widely. The rapid growth of e-commerce and mobile-first behaviours is another key area where brands can create more personalised and impactful digital experiences. Additionally, as data privacy becomes a growing concern globally, there’s an opportunity for brands in Southeast Asia to lead by building trust through transparent and ethical data practices,” she said.
Speaking of trends this year, she says that there will be a stronger focus on hyper-personalisation, where brands use data to create tailored experiences that resonate on an individual level. Moreover, there will also be continued growth in adopting AI and machine learning, particularly in automating and optimising digital campaigns. Lastly, there will also be a rise of immersive technologies, such as AR and VR, which will transform how brands engage with consumers.
“Edelman will expand and improve by investing in these areas, ensuring that our teams are proficient in the latest technologies and understand how to apply them creatively. We’ll also continue to emphasise the importance of trust in the digital space, helping our clients navigate challenges like data privacy and misinformation. By staying ahead of these trends and focusing on delivering impactful, trustworthy digital experiences, we’ll ensure that Edelman remains a leader in the industry,” she concluded.