Burson Indonesia elevates top team to align with AI-era communications

Burson Indonesia has promoted two leaders in a strategic move that underscores the firm's ambition to lead Indonesia's communication consultancy sector through data-driven, AI-integrated strategies.

Harry Deje (pictured, left), who was the managing director, is now the agency's chief operating officer (COO). Meanwhile, Shirley Tangkilisan (pictured, right), who was Burson's general manager, replaces Deje's role as managing director.

Both Deje and Tangkilisan have been core to Burson's local evolution since its inception, bringing decades of combined experience to the table. Deje boasts more than 30 years in the communications industry, while Tangkilisan has cut her teeth across over two decades in public relations.

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The announcement comes amid a broader repositioning by Burson, as the agency attempts to redefine its role in an increasingly complex marketing and communications environment shaped by AI, analytics, and human insight.

"Communication is evolving. The landscape is shifting. As your trusted communications consultant, Burson continues to adapt and move forward with purpose. We grow, we innovate, and we embrace AI - all while staying grounded in our human values," said Marianne Admardatine, CEO of Burson Indonesia and head of innovation and creative transformation for Burson Asia-Pacific.

"Having worked alongside them for many years, I'm confident their leadership, together with the strength of our management team, will further elevate our offering, strengthen our business, and deepen the value we deliver to every client," she added.

Communication today is a strategic foundation, not a business afterthought, according to Deje. "I'm focused on strengthening Burson Indonesia through integrated communication strategies aligned with business goals, enhancing key offerings, optimising unit functions, and delivering bespoke solutions based on data analytics and digital," he added.

Tangkilisan, on the other hand, is steering the agency's internal momentum. "Since its inception, Burson Indonesia has embraced a clan culture that encourages individuals and teams to innovate. We will continue to strengthen this work culture by enhancing our talent capabilities and sectoral expertise," she said.

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