#IWD2026: Burson's Marianne Admardatine on motherhood, merit and dismantling quiet bias

In an industry driven by constant change, strong leadership is not only about pushing brands forward – it is also about protecting the essence that makes them meaningful to people. Across Indonesia’s agency sector, women leaders continue to play a pivotal role in shaping that balance.

For International Women’s Day 2026, MARKETING-INTERACTIVE speaks with empowering women across the industry to reflect on the experiences and values that have shaped their careers. Hear from Marianne Admardatine (pictured), CEO of Burson Indonesia, as she shares the lessons that have guided her journey.

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MARKETING-INTERACTIVE: Take us back to the very start – what was your first job, and what did it quietly teach you about ambition, resilience or leadership?

Admardatine: My first job was in hospitality. Very early on, I noticed the clear differences in how employees were treated. Even then, I found myself asking: If I were the leader, what would I do differently?

That experience shaped how I think about leadership today. I learned that leadership is not about treating everyone the same – it is about understanding people as individuals. Personalisation, emotional availability and empathy are what truly bring out the best in a team.

MARKETING-INTERACTIVE: Was there a defining moment in your career when you realised your voice – particularly as a woman – carried unique value in the room? What happened?

Admardatine: There wasn’t one dramatic moment, but there was one that stayed with me. My promotion was once held back because I was pregnant. The assumption was that a pregnant woman would not be ready for greater responsibility.

It wasn’t said with bad intentions – it was simply a belief that had been normalised for generations. But experiencing it personally changed my perspective.

It reinforced my conviction that leadership must create space for talent to thrive, regardless of gender or life stage.

Under my leadership, no woman should ever feel that motherhood is a barrier to her growth.

MARKETING-INTERACTIVE: Today, as an agency leader, how do you support and challenge your team to strike the right balance between pushing brands forward and protecting what makes them distinctive?

Admardatine: For me, the balance always comes back to three things: integrity, trust and goodwill.

When teams approach communications with those principles in mind, they stop thinking only about visibility and start thinking about value – how brands can contribute positively to the communities they serve. When that happens, innovation doesn’t dilute a brand’s identity; it strengthens it.

MARKETING-INTERACTIVE: This year’s International Women’s Day theme, “Give to gain”, centres on mutual support. Can you share a moment when giving – or receiving – support changed the trajectory of your leadership?

Admardatine: Throughout my career, I have been fortunate to receive support from leaders who believed in giving the right opportunity to the right person at the right time.

Those moments mattered more than they probably realised. They shaped my leadership philosophy: when someone opens a door for you, your responsibility is to hold that door open for others. Leadership, to me, is about creating those same moments of opportunity for the next generation.

MARKETING-INTERACTIVE: For women who aspire to lead in this industry, what is one mindset shift they must make early if they want to build both influence and longevity?

Admardatine: Not everything is about making a sale.

Influence and longevity come from something deeper – from how you treat people and the values you carry with you. Kindness is often underestimated in leadership, but in my experience it is one of the most powerful traits a leader can have. It builds trust, loyalty and respect – and those are the foundations of lasting leadership.

Be part of PR Asia Indonesia 2026 on 15 July 2026 – the first time this regional communications flagship lands in Jakarta – bringing together communications leaders ready to redefine influence, reputation, and impact!

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