Adlink Sinemedia appoints industry veteran Partha Kabi as managing director

Indonesian content integration and branded entertainment agency Adlink Sinemedia has appointed Partha Kabi (pictured) as its new managing director, bringing in a marketing leader with more than three decades of experience across global agency networks and media businesses in India, Singapore and Indonesia.

Kabi confirmed the appointment to MARKETING-INTERACTIVE, describing the role as the start of his “second innings” in Indonesia following a two-year sabbatical in Jamshedpur, India.

Prior to joining Adlink Sinemedia, Kabi held several senior leadership positions across the advertising and media industry, including managing director of GroupM Nexus and CEO of Zenith. Most recently, he served as founder and mentor of education venture Zartush Global Education.

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In his new role, Kabi reports directly to Irsan Yapto, CEO and founder of Link Group, the parent firm that also includes Sparklink, Netlink, Uplink and Linkmedia.

Reflecting on his career journey, Kabi said stepping away from the industry was a deliberate choice after decades in fast-paced international agency environments. The break gave him the opportunity to spend time with his father in India while offering a fresh perspective on both life and work.

“That sabbatical was a gift. It allowed me to slow down, view life through a completely different lens, and truly re-energise,” he said in a LinkedIn post. “I used to think stepping away meant losing momentum. Now I know that sometimes a pause is exactly what you need to look at life in a fresh way.”

His appointment comes as Adlink Sinemedia continues to strengthen its position in Indonesia. Founded in 2014, the agency describes itself as a pioneer and market leader in product placements and content integrations, with coverage across a large proportion of Indonesia’s media landscape alongside international projects.

Looking ahead, Kabi said he was attracted by both the agency’s growth trajectory and its ambitions for the future. 

“The leadership team here is remarkably encouraging, like-minded, and simply great people to work with,” he said. “Together, we share a fierce vision: to take this agency to a global stage, capture emerging consumer trends before anyone else, and convert them into deeply actionable storytelling for brands.”

His remit includes strengthening brand integration and product placement offerings through the use of AI, expanding its media agency capabilities to manage larger end-to-end client mandates, and growing its presence in key advertising channels such as out-of-home and cinema.

He will also oversee the firm's regional expansion strategy, with a focus on scaling operations across Southeast Asia from its existing international base in Vietnam.

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