Indosat's Steve Saerang exits to launch creative firm GEMA with regional ambitions

After four years at the helm of Indosat’s corporate communications, Steve Saerang (pictured) is stepping away from the telco world to build his own agency - one that aims to “echo stories that matter” across Southeast Asia and beyond.

The former senior vice president of corporate communications, who led Indosat through its historic merger and helped position it as a frontrunner in AI, is now co-founder and chief of communications at GEMA Worldwide, a strategic creative shop born out of Jakarta.

“For me, growth has never been a destination; it’s a rhythm. And at some point, I realised my rhythm was changing,” Saerang told MARKETING-INTERACTIVE. The turning point came during a reflective walk after attending a panel at MWC Barcelona 2025. “I had just listened to several young advisors speaking about how they help global CEOs build not just companies, but personal legacies. It made me ask: What legacy am I building? And for whom?”

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This internal question coincided with a deeper admiration for designers such as Jonathan Anderson, who balanced personal creativity at JW Anderson with transformative leadership at LOEWE and now Dior. “That balance, between building your own voice and helping another brand find theirs, resonated with me. I want that, too.”

From merger management to movement building

Saerang’s tenure at Indosat was defined by two standout milestones: orchestrating the communication strategy for the merger between Indosat Ooredoo and Hutchison 3 Indonesia, and spearheading Indonesia AI Day in November 2024.

The merger, involving shareholders from Qatar’s Ooredoo Group and Hong Kong’s CK Hutchison, required deft management of internal anxiety and public messaging. “We managed 95% positive sentiment across all publications. That’s a win in any communicator’s book,” he noted.

The second milestone was more than just a campaign - it was a geopolitical signal. “We brought Jensen Huang to Indonesia for the first time, and aligned corporate vision with Indonesia’s AI sovereignty agenda,” Saerang said, referring to the CEO of NVIDIA. “That event sparked policy conversations and repositioned the country in global tech discourse.”

As of writing, Indosat has yet to name Saerang’s successor.

GEMA: Built for resonance

Named after the Indonesian word for “echo,” GEMA Worldwide positions itself as a hybrid between creative agency and strategic consultancy. “After 17 years in communications, I’ve learned that telling your story isn’t enough. It must resonate and echo in the right rooms, across the right platforms, and into the culture itself.”

Rather than pitching itself as a full-service agency, GEMA leans into business fluency. “We blend insight-driven strategy with bold creative to craft campaigns that deliver real business outcomes, not just impressions,” said Saerang. That includes strategic storytelling, executive branding, market analysis, and go-to-market advisory.

“That’s the gap we’re filling: agencies that don’t just make noise, but help amplify what matters.”

GEMA’s early sector focus spans tech and financial services - areas that align with Saerang’s background - with natural extensions into automotive and beauty. “Interestingly, the beauty space is where we see significant creative potential, especially when it intersects with heritage, wellness, and science.”

Talent first, framework next

GEMA’s immediate priority is twofold: delivering bold case studies and assembling a cross-functional talent network. “We’re currently working on a proprietary framework that blends AI, narrative science, and cultural intelligence to help clients tell more impactful stories.”

The firm is also investing in what Saerang calls beyond-the-brief thinkers - strategists, creatives, and technologists who don’t see campaigns as endpoints but as levers for market relevance and growth.

This approach stems directly from his corporate background. “Corporate communications taught me that business begins with communication. We don’t start with aesthetics, we start with insight. What does the market need? Where’s the whitespace? And how can we turn communication into growth?”

Early wins and regional aspirations

Within just two months of launch, GEMA has already secured clients across countries. These include a Swiss-formulated beauty brand preparing to enter both the Singaporean and Indonesian markets, a leading automotive company transitioning into the electric vehicle space, and an Indonesian bank - though details remain under wraps.

GEMA is also working with the Sarawak government in Malaysia to support its AI policy and literacy initiatives, underscoring the firm’s regional ambition.

“These early collaborations affirm that there’s a real demand for an agency that offers both strategic depth and creative boldness,” Saerang said.

His view on what creative agencies must do differently today is clear: “They need to shift from being vendors to becoming strategic partners. It’s not enough to execute a campaign or make things look good. Agencies must understand business models, cultural shifts, and digital behaviour.”

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