Meet the CEOs: Future Creative Network's Ivan Hadywibowo

Ivan Hadywibowo (pictured) has come a long way from photocopying award-winning ads to pin on his bedroom wall. Starting out as a graphic designer and an FA artist, he built a strong foundation before making his mark in the advertising industry. Along the way, mentors instilled in him lessons on pride, humility, and standards - principles that continue to shape both his leadership and his life.

Today, as CEO of Future Creative Network (FCN), Hadywibowo leads a network of more than 1,300 people across 38 companies. He has steered the group through challenges such as post-pandemic turnover and is now preparing for a new wave of disruption driven by AI and shifting consumer trust. For him, the path forward is clear: agencies must become true partners to their clients, guiding them through the chaos with simplicity, creativity, and courage.

MARKETING-INTERACTIVE: What was your first job?

I worked as a graphic designer at a small boutique design house for only six months. The founder came from an advertising agency and had the most complete collection of award annuals. Every evening, I would browse through those annuals and fall in love with advertising. Later, I joined a local agency in Singapore as an FA (Final Artwork) artist and worked there for four years.

MARKETING-INTERACTIVE: What was your first role in advertising?

As an FA artist, I gained a strong foundation in creating effective print ads, which were a big deal at the time. Then I joined JWT Singapore as a junior art director. That’s when I really started making a name for myself in the Singapore advertising industry by winning awards and working on major brand campaigns.

MARKETING-INTERACTIVE: What was your first impression of advertising?

It was love at first sight. Every evening, I would browse through all the award-winning ads, photocopy them, and paste them on my bedroom wall.

I loved how classic copywriting worked with simple visuals to speak volumes. That simplicity has lasted until now, and it has transformed me on a personal level.

MARKETING-INTERACTIVE: Who was the mentor who influenced you the most, and how?

I’ve had many mentors who have impacted my life until today.

From Leo Teck Chong, I learned about taking pride in my work. He would always work late to craft a single print ad. One day, I asked him why he did that, and he simply said, “Because my signature will be there.”

From Norman Tan, I learned about humility. He was the one who gave me the chance to create my own work, even though I was still very junior.

From Tian It, I learned about courage; making tough decisions even when the odds are against you.

From Juggi Ramakrishnan, I learned not to go easy on myself; if it’s bad, it’s bad, no matter how much I’ve already invested in the work.

My mentors didn’t just influence me in my professional life, but in my way of living as well.

MARKETING-INTERACTIVE: What’s the harshest criticism you’ve received, and how did you cope with it?

When I was an FA artist, four years felt like a long time. I tried very hard to get into a multinational agency. I really wanted to create great work and win awards. After a few years of trying, I finally got an interview with Andy Greenaway from Ogilvy Singapore.

I redid my entire portfolio and spent several sleepless nights preparing it. I even bought a pair of fake glasses to make myself look smarter than I actually was. I gave it everything I had, because I knew it was a once-in-a-lifetime opportunity and I only had one shot.

When I walked into his office, he flipped through my portfolio in less than five minutes. Then he looked at me and simply said, “Please have some standards for yourself.”

As I walked out of that room, my whole world shattered. I thought about calling my parents to tell them I had failed and that I wanted to go back home to Semarang, Indonesia. But that interview became a turning point. I realised he was right, I needed to set higher standards for myself. I had to build a strong foundation first, rather than jump straight into big dreams before I was ready.

MARKETING-INTERACTIVE: Describe your own management style now as a leader

I believe management styles evolve over time, depending on the stage of the business. When FCN started nine years ago, I was very autocratic. I knew exactly what I wanted and where the company should go. At that stage, I needed speed, and a democratic approach would have slowed things down.

But today, with over 38 major companies and more than 1,300 highly skilled people that we manage, I can no longer be autocratic; it would only create bottlenecks in innovation and frictions.

Now, I see myself more as a transformational leader. I focus on inspiring others and having regular one-on-one sessions with my partners to build shared visions and drive creativity or innovation toward our common goals.

MARKETING-INTERACTIVE: What’s one thing you wished employees understood about being a leader?

When I was just starting my career, I always admired my leaders for their intelligence, wit, and interpersonal skills. Little did I know that, while all of those qualities are important, there’s something even more essential for a leader: courage.

Looking back, I’ve realised that most of the critical decisions I’ve made required courage.

One example was at the end of the COVID-19 pandemic, when we were facing a turnover rate of over 50%, and in some of our agencies, even higher. This was happening across the country. It puzzled our management team.

We gave salary increments and bonuses even during the pandemic, yet people were still leaving. I formed a hypothesis: because of prolonged work-from-home arrangements, employees had lost their emotional connection to one another and to the company. So, I made the difficult decision to require everyone to return to the office. It was an unpopular move, but I believed we needed to do something different.

The announcement was met with strong backlash. People threatened to resign. But we pushed forward. That year, our turnover dropped to below 20%. The decision might not work in every country or company, but it worked for us. Courage to change.

MARKETING-INTERACTIVE: What do you do during your free time?

I spend a lot of time being a chauffeur for my daughter. I love the smile I get when she sees me waiting at the door.

MARKETING-INTERACTIVE: Where do you find your inspiration?

There’s a saying that you are the average of the five people you spend the most time with. I’m very conscious of that. Most of my inspiration today comes from young talents in different industries who are close to me. By talking to them, I try to connect the dots, combining fresh, young perspectives with timeless wisdom.

MARKETING-INTERACTIVE: If not in advertising, where would you be?

Movie, architect, design - anything that blends art with logic.

MARKETING-INTERACTIVE: What advice do you have for someone looking to start a career in the industry?

Priority number one: Find a boss that can work for you.

MARKETING-INTERACTIVE: What issue would you like to see the industry change in 2025?

2025 marks the beginning of massive disruptions in our industry. With AI automation, consumers are being flooded with more content than there are eyeballs to see it. Fake content is everywhere, and people are losing trust in what they see or hear. Copyright issues are becoming a nightmare, and regulators are struggling to keep up.

It’s a worrying time but also a great opportunity for brands to stand out by being human and real.

It’s also time for agencies to become true partners to their clients, helping them navigate through this chaos.

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