Dentsu Creative Indonesia leaders leave firm to launch Feel Good Network

Indonesia’s marketing industry has a new entrant as Wisnu Satya Putra (pictured, left), former CEO of dentsu Creative Indonesia, officially launched Feel Good Network alongside co-founder Wira Gumay (pictured, right), who previously served as general manager at the same agency. Both leaders left dentsu in August.

Feel Good Network positions itself as a bespoke, client-centric network designed to address brands’ mounting challenges: efficiency pressures from economic caution, increasingly fragmented media and consumer behaviours, and trend cycles that demand speed without compromising impact.

Unlike traditional network agency models, Feel Good Network seeks to move beyond campaign delivery. Its focus lies in three pillars: IP building and collaboration to help brands secure cultural relevance, modular creative expertise integrating ATL, BTL, TTL, and digital activations, and close partnerships that place client realities at the heart of strategic decisions.

Don't miss: Dentsu Indonesia reshapes creative leadership with strategic appointments

“Clients don’t need another large machine, they need a business partner who understands their business, moves at their speed, and co-creates solutions that truly fit, in reality,” said Putra, who serves as CEO of Feel Good Network. “We are here to work hand in hand, not from a distance.”

The network is privately backed and led by a senior team with backgrounds in multinational agencies, combining international rigour with Indonesian cultural fluency. This balance is expected to allow the company to scale while maintaining the agility needed in a fast-moving market.

“At the end of the day, our measure of success isn’t just campaign KPIs,” said Gumay, the COO. “It’s whether the process - and the partnership - felt good. When collaboration feels right, impact follows.”

By prioritising how collaboration works as much as what it delivers, the agency hopes to reshape expectations in the industry. As its name suggests, Feel Good Network is betting that campaigns built on partnership, trust, and cultural resonance can achieve more sustainable impact for brands navigating today’s volatility.

Both Putra and Gumay bring deep industry experience. The pair also previously worked at TBWA\ Indonesia. Putra has led the full-service digital agency Isobar Indonesia, part of dentsu International, while Gumay built his account management expertise across agencies including BBDO and MullenLowe.

This comes after dentsu Indonesia refreshed its creative leadership, appointing Lucky Handoko as the new general manager of dentsu Creative Indonesia and promoting Defri Dwipaputra and Rangga Immanuel to dual chief creative and experience officer roles. A successor to Putra as CEO has yet to be announced.

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