Dentsu Indonesia reshapes creative leadership with strategic appointments

Dentsu Indonesia has announced a new creative leadership line-up as part of its strategy to blend continuity with innovation. The network has welcomed back Lucky Handoko (pictured, right) as general manager of dentsu Creative Indonesia, while elevating Defri Dwipaputra (pictured, left) and Rangga Immanuel (pictured, centre) to dual chief creative and experience officer (CCXO) positions.

Handoko’s return signals what the agency describes as a balance of “continuity and forward momentum.” With expertise in communications planning, brand consulting, insights and data, he is expected to bring both strategic sharpness and cultural understanding to the role.

Dwipaputra and Immanuel, meanwhile, step into newly created CCXO roles, charged with not only defining the creative vision but also shaping client and consumer experiences. Their remit includes integrating emerging technologies such as AI into the creative process, as well as driving brand activations that extend beyond traditional campaigns.

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The CCXO duo have already demonstrated their impact through award-winning work, including IKEA’s bonding instructions and Samsonite’s scholar panel.

“Many of our leaders have grown within the network. They understand the local market and have been piloting global-level creative works. We believe in continuity with ambition and evolution. As such, our new creative leadership appointments are not only a testament to that but also part of a broader strategy that honours dentsu Indonesia’s rich 50-year legacy while accelerating our future growth,” said Elvira Jakub, CEO of dentsu Indonesia.

“At the heart of our success is a clarity of purpose and discipline of execution. We are not chasing growth blindly; the business is strong because it has been shaped deliberately over the years with a focus on client-centricity and a culture of trust,” added Jakub.

Sanjay Bhasin, CEO of dentsu Southeast Asia, added: “These appointments underscore our belief in the strength of local leadership to drive growth at home while shaping regional and global relevance. It’s about deepening what already works and elevating those who lead with clarity and care. This team knows the heart of our business - our people, our clients, and the values that underscore who we are as dentsu. With them at the helm, we will continue to build something enduring - from Indonesia to the region and beyond.”

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